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Back to School

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Back to School

Data from the Department for Education shows 335,510 school days are lost through illness every day in the UK. It is time for pharmacists to make sure parents are well stocked with the latest back to school essentials.

Research backed by the dimeticone head lice brand Nyda in 2011 reported that a third of parents keep their children home from school to tackle head lice infestations. That’s a staggering 1.78 million children missing 2.7 million days a year from school. But clear guidelines published by the Public Health Medicine Environmental Group (PHMEG) state that children should not stay away school, as they would have already contracted head lice several weeks before diagnosis.

Director of the Medical Entomology Centre, Ian Burgess, says that efforts by parents to prevent nits are often undermined by those who are “less assiduous in their efforts or do not attempt to eliminate lice at all”. With several medicated lotions, sprays, combs and a surge of natural treatments to keep head lice at bay, where do pharmacists stand on imparting the correct advice? The NHS Choices website puts the onus on pharmacies: “Your pharmacist will be able to recommend an over-the-counter lotion or spray,” it states. There are comprehensive resources to support pharmacy staff when offering advice to parents. For example, Thornton and Ross’s non-pesticide range Hedrin offers pharmacists a best practice online training module at www.checktreatcomplete.co.uk. The resource includes a 30-minute evidence-based training refresher developed with with the UK’s top head lice experts and senior representatives from the pharmacy community. This is essentially a condensed version of the evidence-based Stafford Report, which stills remains a benchmark for head lice treatment. The Vamousse revolution New treatment Vamousse claims a 100 per cent efficacy rate against both lice and eggs within just 15 minutes of contact and with only one application. Vamousse, which contains isopropyl myristate and isopropyl alcohol, dissolves the lice’s waxy exoskeleton, leading to water loss and death by dehydration. “Customers want treatments that work quickly and effectively and it’s great we can now recommend Vamousse because it uniquely does both,” says independent pharmacist Sid Dajani. “With just one application, Vamousse kills the lice and the eggs, essentially breaking the ‘cycle of reinfestation’. It is by far the most powerful treatment I have ever seen and will revolutionise how we deal with head lice.” Manufacturer Tyratech is also launching a Vamousse Protective Shampoo, which protects against the spread of head lice by killing them before they lay eggs. It is designed to be used every day for two weeks instead of normal shampoo. Prevention better than cure Recent research reveals that the organic compound octanediol is also effective at preventing head lice infestations. Study author Ian Burgess explains: “Clinical studies have shown non-pesticide treatments to be highly effective at eradicating lice, so I would recommend these as a first choice treatment option for head lice. Many families have long wished for a preventative preparation. We have found that one per cent octanediol spray can prevent lice from establishing and delay onset of infestation when exposure is common.” Hedrin Protect and Go, a conditioning spray containing the compound, was launched in 2013. It was the first head lice protection product to use this compound to break the head lice life-cycle. Sister product Hedrin Treat and Go, which is left on the child's hair once applied, also contains octanediol. The summer holidays saw the return of pesticide head lice treatment Derbac M after a pause in production. Derbac M Liquid 200ml and 50ml liquid has “returned to full supply”. The organophosphorous insecticide lotion contains the active ingredient malathion, which attacks parasites such as head lice and scabies mites. Derbac M became part of Reckitt Benckiser's (RB) portfolio when it acquired SSL in November 2010. At the time the product was manufactured at SSL’s Peterlee factory. Production ceased at Peterlee in September 2011 when RB decided to close and sell the plant following a review of its health and personal care manufacturing capacity. As a result, Derbac M and several other 'small' products were temporarily taken off sale. Other consumer health production units have since taken over production and Derbac M is now manufactured elsewhere. Blocking colds and flu With their developing immune systems, children are more susceptible to colds than adults and can suffer from seven to 10 colds a year. A new preventative, drug-free cold and flu treatment, NasalGuard Cold&FluBLOCK, was launched in January and has been available for independent pharmacies to stock since the beginning of June. The water-based gel forms a protective barrier when dabbed around the child's nostrils and above the upper lip. The product releases electrostatic charges that are said to block negatively charged airborne particles and viruses before they enter the nostrils. Managing director and inventor of NasalGuard Ashok Wahi explains: “NasalGuard Cold&FluBlock is a drug-free topical gel, which helps prevent common cold and flu from airborne viruses. It is especially good for school children because, unlike many other cold and flu medications, it does not cause drowsiness. It is clinically proven to be safe and effective.” Dust mite allergies But it is not just sneezes caused by viruses that affect school-age children; 90 per cent of children with respiratory and skin allergies are allergic to dust allergens. Allergy specialist Max Wiseberg explains: “Dust is obviously found in school and can be a particular problem where children are asked to sit on the floor, which is often carpeted and attracts lots of dust. Cat and pet allergens are picked up on the clothing of children with pets, brought into school and can then affect other children with allergies." Natural allergy product HayMax is targeting the back to school indoor allergy market with its barrier balms. It is running a national campaign on TV and radio with magazine advertising and PR. Point of sale resources includes A3 and A4 posters, leaflets, shelf wobblers, shelf and counter display units and giant boxes. The HayMax balms are available in four varieties: pure, frankincense, aloe vera and lavender. The pots retail at £6.99 (the triple pack at £13.98) with a sales margin of 32 per cent. Bonjela Junior In June, RB launched its new sugar-free Bonjela Junior treatment for soreness and mouth ulcers caused by orthodontic devices in the under-16 market. The gel contains the mild anaesthetic lidocaine hydrochloride and antiseptic cetylpyridinium chloride. Mark Pearson, RB category marketing director, says: “33 per cent of British children have crooked teeth and need orthodontic treatment to straighten them, so managing mouth pain can be a huge problem for parents with children aged four to 15 years. Bonjela Junior will be a welcome addition to the current range as it represents a great solution for consumers and an exciting growth opportunity for retailers. We are supporting the launch with a substantial promotional campaign to create maximum awareness and drive sales through our retailers.” The new product is supported by a £1 million campaign with TV advertising, consumer PR and advertising, promotional activity and targeted information for dentists and pharmacists. Aquafresh Kids GSK is targeting the school-age category after the summer launch of its new Aquafresh Kids toothpastes, including Little Teeth (three to five years) and Big Teeth (six-plus). The new toothpastes are being backed by a £2.2 million marketing campaign including TV spots on children’s channels Boomerang and Cartoonito, partnerships with Netmums and Bounty, and press activity. The £1.6 million Aquafresh Kids range is the top-selling children's oral care brand. Brand manager Alisha Currie explains that the range caters for each phase of a child’s dental development. “Currently, 36 per cent of parents with kids under nine years are not buying specific kids oral care products. Our range of children’s products is well positioned to help make brush time more fun and attract mums to the category. We encourage pharmacists to communicate the benefits to mums and the importance of children’s oral care regime, resulting in incremental sales,” she says.

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