Published in Fitness and Wellness Business Week, April 11th, 2007
Under the new name, Boiron will build its brand by focusing on the Arnica product line's key benefits, according to John Durkin, Boiron's vice president of marketing and sales.
"With our new Arnicare name, emphasis will be on the 'care' that these products provide," says Durkin. "Arnicare calls attention to the safety and naturalness of our Arnica line, which has proven customer satisfaction and reliability in relieving pain, bruising and swelling. We can now focus on how Arnicare topicals integrate...
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