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Tina Fehr, Senior Product Manager For AmLactin, Upsher-Smith Laboratories Named PM360 Trailblazer Winner For Women's Health Brand Manager
Date:9/21/2012

MAPLE GROVE, Minn., Sept. 21, 2012 /PRNewswire/ -- PM360, a monthly magazine for marketing decision-makers in the pharmaceutical, biotech, and medical device industries, recently named Upsher-Smith's Tina Fehr as a Trailblazer Brand CHAMPION of the Year in the Women's Health category. 

For the last two years, Tina Fehr, Senior Product Manager, led the re-launch of the AmLactin® Alpha-Hydroxy Skin Care brand, giving it a fresh new image while continuing to bring dry skin sufferers the same effective, hard-working formulas. Fehr's vision led to the creation of unique embossed bottles, new packaging in multiple sizes, displays, new websites and an overhaul of promotional materials to create programs targeted to core healthcare professionals, to retail/pharmacy and direct-to-consumer through paid and social media outlets, many that were "firsts" for Upsher-Smith.

Fehr had the foresight to tap two powerhouses to accelerate brand awareness: 12-time Olympic medalist and best-selling author, Dara Torres, and leading New York Cosmetic Dermatologist and author, Dr. Doris Day, one of the most highly sought experts in dermatology. Torres and Day are serving as the product's first ever brand ambassadors in the fully integrated 360 degree "Ultra Skin Performance" campaign targeting women over 35. The campaign features insights into skin care from Torres and Dr. Day with messaging integrated into a series of digital and social media tactics to help reinvent the AmLactin® line and attract women of the 21st century.  Among all channels, AmLactin® has experienced double digit growth over the last 24 months despite category declines. 

"Tina's success with the AmLactin® franchise is strongly tied to her vision and dedication to challenge her teams to bring creative solutions that optimize the brand's potential," sai
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SOURCE Upsher-Smith Laboratories
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