Eroxon® is now available to men with ED and their partners with the launch of Eroxon® in Europe by our European partner Cooper in 2023 and in the USA in October 2024. Launches continued globally throughout 2024, with Eroxon® now available in over 15 countries including Mexico several countries in the Middle East.
Cooper Consumer Health (Cooper) launched in the UK and Belgium in March 2023 with further launches in key markets including France, Italy, Spain and Portugal in 2024. Key launches in 2024 were the launch in Mexico in August and in the USA in October.
As with any new product launch in any category, the launch of a brand-new consumer product, in a brand-new category which requires new consumer behaviour and education, takes time. Each launch and each market is unique, bringing its own opportunities and challenges. Breaking into the right consumer group is a gradual process.
Launch and retail success story
The UK launch PR campaign was very successful with exclusives in national newspapers and the product being discussed on TV. This was followed by a significant TV advertising campaign and in-store activity. The product was initially only available through Boots, the UK’s leading health and beauty retailer, and one of the most trusted UK healthcare brands. This was a key element of the strategy to build the credibility of the product, alongside the KOL and HCP engagement programme. Eroxon® is now available in over 2,500 retail stores across the UK as well as online from retailers such as amazon.
Eroxon® available in > 2,500 stores
across the UK as well as online from retailers such as Amazon
1 million packs
shipped by Futura
Haleon – World class partner for the US market
Eroxon® launched in October 2024 in the USA and the product is now available across the USA including in leading retailers such as Walmart, Walgreens, CVS and on many online platforms. Haleon had a strong retail execution with good levels of distribution. While the pace of uptake has been softer than initially expected, feedback from our commercial partner on launch execution has been positive. Consumer data from the first quarter post launch has provided insights and learnings and our commercial partner is committed to implementing those learnings to optimise their next phase of the launch, including mitigating barriers to purchase, such as lockboxes that prevent theft but require the intervention of a shop assistant when purchasing, which many men find embarrassing and therefore impact sales. This includes placing QR codes at the point of purchase to provide accessibility. Retailers have been pleased with Eroxon’s performance, with the product attracting new consumers to the category.
This launch is of a new brand in a new category, therefore we expect it will take time to build consumer awareness and education as noted by Haleon in its recent FY24 results update. Our commercial partner continues to invest in Advertising & Promotion (“A&P”) to educate consumers on the treatment and drive momentum, including TV advertising and working to refine consumer messaging and target the optimal target audience.
The USA is the largest consumer healthcare market and has the potential to be the largest market for Eroxon® helping to address the unmet needs of men with ED. There are around 23 million men with ED in the USA1 but 3 out of 4 are not on treatment2 highlighting significant unmet needs.
23 million
men with ED in the USA1
75%
Three in four men with ED in
the USA are not on treatment2
Eroxon® launch in Mexico
Eroxon® was launched in Mexico in August 2024 and early signs are encouraging with consumer sales showing growth month on month since the launch. Our commercial partner was able to lean on the learnings we and our partners in other countries had taken from previous launches, as well as learn from their own extensive market research and, while still early in the process, both parties are pleased with early uptake. We see this use of learnings as a potential template for future launches across Latin America. M8 has undertaken a targeted and digitally focused launch and continues to invest in the brand and increase awareness.
They have invested in their online presence and digital activity with advertising through social media, and are working with multiple healthcare Digital Opinion Leaders and Lifestyle influencers. Our commercial partner is also actively engaging with HCPs and educating them about the condition and the place of Eroxon® in treating ED as well as who it may be best suited through their pharmacy training programme.
- 2021 JSB Partners estimate based on US Census International Programs Population by age groups and “Prevalence of erectile dysfunction: Massachusetts Male Aging Study”, 1987 ± 1989 (n=1626); source Kleinman et al. J Clin Epidemiol 2000.
- Frederick L., “Undertreatment of erectile dysfunction: claims analysis of 6.2 million patients”, J Sex Med, 2014, Oct, (10):2546-53.
- Ipsos research carried out on behalf of Futura in the USA, 2022