Consumer Research Drives New Packaging Updates for Colace® and Senokot® Occasional Constipation Relief Products
STAMFORD, Conn. – June 12, 2017 – Purdue Pharma L.P. has released new packaging for the Colace® product line, which includes the number one doctor recommended stool softener brand, and Senokot® Tablets, a family of products with a natural vegetable laxative ingredient, senna. Recent consumer research conducted by the company is driving a brand refresh from the package out and includes updated ad campaigns for both brands. New websites for both product lines will be launched this summer. The brands’ refreshed look is intended to improve the shopping experience and selection process for consumers who are looking to address occasional constipation.
“We are committed to helping consumers better understand the advantages of the Colace and Senokot products,” said Stephen Fritz, director, over-the-counter (OTC) marketing & sales, Purdue Pharma. “These packaging changes, including differentiating the suite of products by color and offering clearer descriptions of their uses and benefits, will further help guide selection of the right medication to address occasional constipation needs.”
Most notably for the Colace family of products, the combination stool softener and stimulant laxative product formerly known as Peri-Colace®, was updated to Colace 2-in-1 to improve identification, while the packaging for the Senokot portfolio more clearly identifies the natural vegetable laxative ingredient, senna, because, for our consumers, ingredients matter.
“Constipation and irregularity impact an estimated 42 million Americans1, causing them discomfort,” said Carrie Chomiak, head of OTC franchise, Purdue Pharma. “People should have access to the best options for their at-home care, and with the new packaging updates made to Colace and Senokot products, consumers will have an easier time identifying the appropriate solution for them.”
The brands’ new packaging began shipping to retailers’ and wholesalers’ warehouses in the first quarter of this year. The updated Colace and Senokot packaging has started appearing on retailers’ shelves and online shopping sites. Full rollout of the new packaging will continue into the summer.
Colace® Capsules is the number one doctor recommended stool softener brand. The active ingredient in Colace—docusate sodium—is a non-stimulant, stool softening laxative that allows water and fats to enter the stool, which helps to hydrate and soften the stool, making defecation more comfortable. Other Colace® products include Colace 2-in-1®—formerly Peri-Colace®—a dual stool softener and stimulant laxative, and Colace® CLEAR Soft Gels, a lower strength, dye-free, stimulant-free stool softener. For more information about Colace® products, please visit www.colacecapsules.com. Please read full product label before use.
The Senokot® Tablets family of laxatives provide gentle, overnight relief from occasional constipation that may be associated with travel, stress, changes in diet, activity level or fluid intake; or when occasional constipation results as a side effect of a medication. The active ingredient in Senokot® laxatives is purified senna, produced according to the current good manufacturing practice (cGMP) standards and regulations enforced by the U.S. Food and Drug Administration for high quality. For more information about Senokot® products, please visit www.senokot.com. Please read full product label before use.
ABOUT PURDUE PRODUCTS L.P.
Purdue Products L.P. is a privately-held pharmaceutical company, which is part of a global network of independent associated companies. Purdue Products is engaged in the production, and marketing of over-the-counter medicines and healthcare products. Its portfolio of products include the Colace® product line, Senokot® Tablets, Slow-Mag® Tablets and Betadine® (povidone iodine). For more information, please visit www.purduepharma.com.
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Purdue Products L.P.
 Higgins PD, Johanson JF. Epidemiology of constipation in North America: a systematic review. Am J Gastroenterol. 2004;99:750–759.