BLOOMFIELD, CT (September 27, 2006) – Amerifit Nutrition, Inc., a leader in women’s health and wellness products, has launched a new product -- SofTouch™, a personal lubricant for women. The centerpiece of the brand’s marketing strategy is a website (www.softouchintimacy.com) featuring a blog focused on a mature woman’s most personal concerns.
According to Amerifit, SofTouch is a lubricant that feels just like a woman’s own natural moisture. Made with natural moisturizers like aloe, and vitamin E, SofTouch’s lightweight, silky smooth formula relieves vaginal dryness and provides long-lasting comfort, relief and enhanced pleasure. Launched this month, SofTouch is available in all Rite Aid and select Publix stores, and at www.softouchintimacy.com in 4.5 oz. bottles.
Because of the personal, intimate nature of the product, Amerifit – marketers of such brands as Estroven® and AZO Standard® –believes the web is the best channel for marketing and promoting their new product. “Our research showed us that women seeking help with personal health issues like vaginal dryness are turning to the internet first for information,” said Steve Swenson, Director of Marketing. “A web-based marketing strategy seems the most logical, direct route to establish this new brand.”
In addition to pages offering helpful information about vaginal dryness, menopause and health resources, the SofTouch website features “Between Us”, a blog designed to help women find answers to their most personal questions. The blog provides links to information about health, fitness, relationships, menopause, sex, life management and more, all from the perspective of women over 40. It also offers original articles and interviews with experts on women’s health and well-being, and encourages women to share their comments, concerns and stories.
“Our goal was to give women a helpful and comfortable source of information about intimate, personal issues, and a place where they can ask questions they find difficult to raise,” Swenson said. “We want women to know SofTouch is a product brought to them by people who understand and care about the unique challenges faced by women over 40. This blog is about offering women an online destination where they can find reliable information and a supportive friend.” The "Between Us" blogger is Connecticut writer Melanie McMillan, a former style editor of The Litchfield County Times.
About Amerifit Nutrition, Inc.
Amerifit Nutrition, Inc. is a leading health and wellness company with a variety of branded, natural products designed to meet consumers' specific needs. In addition to the SofTouch brand, Amerifit's diverse product portfolio includes Estroven, the #1 pharmacist recommended herbal supplement for menopause; AZO, the #1 brand in urinary pain relief; Culturelle, America’s leading probiotic supplement brand; Vitaball® Vitamin Gumballs; Flex Able® glucosamine joint care supplements; and SootherbsTM Zinc, Echinacea & Vitamin C lozenges. Dedication to proven science, innovative formulas, product quality, and customer satisfaction form the foundation of Amerifit's culture. As a team, Amerifit is committed to providing consumers with the best supplement products and service in the industry. For more information, visit www.amerifit.com.
