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Consumers on the lookout for effective, easy-to-use solutions at pharmacies

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A report last year indicated that an average of 98% of head lice in 42 states have developed genetic mutations, making them resistant to permethrin, the active ingredient in OTC lice medications. Overall, super lice have been reported in 48 states. But manufacturers say good treatment options are still available OTC at local pharmacies.

A report last year indicated that an average of 98% of head lice in 42 states have developed genetic mutations, making them resistant to permethrin, the active ingredient in OTC lice medications. Overall, super lice have been reported in 48 states. But manufacturers say good treatment options are still available OTC at local pharmacies. They report that parents are asking community pharmacists for solutions—ones that are easy to apply and address the entire issue, including prevention of re-infestation. Prestige Brand's Joseph Juliano said parents need products that not only eliminate super lice and their eggs, but also make it easy to comb out nits. Meanwhile, Kelly Brodbeck, chief strategy officer at Larada Sciences, noted that parents want a product that works well and is truthful in its efficacy claims. Beyond eliminating lice, parents also are looking to prevent a re-infestation from within their own home. "Giving parents ancillary products to empower them in all aspects of lice management can broaden the target for the category, and increase buying occasions and basket ring for the retailer," said TyraTech's Amanda Sicvol.

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