OVER THE COUNTER MEASURES

It's become a merchandising struggle for supermarkets to position some of the innovative drugs released over-the-counter during the last 17 months.Rogaine (Pharmacia & Upjohn), Nicotrol (McNeil Consumer Products), Nicorette and Nicoderm (both from Smithkline Beecham) ushered in two new health and beauty care categories last year -- hair growth and smoking cessation. These products, while offering

It's become a merchandising struggle for supermarkets to position some of the innovative drugs released over-the-counter during the last 17 months.

Rogaine (Pharmacia & Upjohn), Nicotrol (McNeil Consumer Products), Nicorette and Nicoderm (both from Smithkline Beecham) ushered in two new health and beauty care categories last year -- hair growth and smoking cessation. These products, while offering retailers new found sales, carried high price points and pilferage liability.

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