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Caldwell Consumer Health Becomes Revive Personal Products, Inc., with OPTIONS™ Line of Women’s Sexual Health Products & Oral Health Brands; See Us at NACDS Booth 533 (The Emerson Group)


With new management and a growing array of consumer brands, the former Caldwell Consumer Health, LLC, has been relaunched as Revive Personal Products Company. The Madison, New Jersey, company is focusing on non-prescription products for women’s sexual health and oral health. “Our new name reflects our mission,” says Revive President and COO Kelly Kaplan. “We’re reinvigorating niche brands, returning them to their original stature, with fresh packaging, new features, contemporary messages and aggressive marketing.”

Anchoring Revive’s female sexual health line is OPTIONS™ Conceptrol® Vaginal Contraceptive, the well-established non-hormonal “woman’s way to prevent pregnancy”. “Conceptrol spermicide has a loyal customer base,” Kaplan says, “but we’re making it more relevant, fun and desirable for new generations of younger women. Conceptrol helps women take control of their sex lives and their bodies, removing the worry of unwanted pregnancy.”

Other Revive brands for women include OPTIONS™ Gynol® Vaginal Contraceptive, OPTIONS™ Delfen® Vaginal Contraceptive and OPTIONS™ Healthy Woman® Soy Supplement, the all-natural supplement for relief of the symptoms of menopause. All four brands were acquired from Johnson & Johnson.

“We enjoy distribution in most food, drug and mass merchandise retail stores,” Kaplan says. “Our products are in Wal-Mart, CVS, Rite Aid, Walgreen’s, Kroger, Meijer, Target and other major chains. With our line of women’s personal products, our goal is to introduce and market innovative products that address true needs and enhance women’s pleasure and safety. We aim to empower women with products addressing their needs on their terms.”

Revive’s oral care line currently includes Stim-U-Dent® Interdental Cleaners, and Fresh ‘n Brite® Denture Toothpaste. Clinically proven Stim-U-Dent plaque removers, formerly a J&J product, enjoy a loyal following among consumers and dentists. More than 30,000 dentists purchase samples for their patients; the product enjoys strong sales in major drug and food stores nationwide. “We plan to build on the success of this popular brand,” says Kelly, “with new packaging, attractive retail displays, numerous line extensions and targeted marketing messages.”

Revive’s top executives have exceptional records in retail marketing, advertising and business development. Michael Lesser is a veteran health and beauty aids (HBA) executive. He has served as Executive Vice President and General Manager of Norcliff Thayer (division of Revlon); Chairman and CEO of Lowe Marschalk Advertising Agency; President of Ogilvy and Mather Advertising Agency; and Chairman and CEO of Dental Concepts, LLC. He is particularly expert at managing small consumer brands. Dental Concepts, for example, was a small and declining specialty dental products company when Mike led a group of investors in its 1999 acquisition. The company tripled its sales in five years and was sold at a significant gain to its investors in 2005.

Kelly Kaplan was Vice President of Marketing at Dental Concepts and, more recently, a top marketing and sales consultant in the HB&A industry. She built a number of consumer brands into blockbusters, including The Doctor’s NightGuard, Kaopectate, Cortaid, Nuprin, Centrum, Slim Fast and Dexatrim. Kelly led the effort to take Zostrix, a capsaicin-based topical analgesic, from behind the pharmacy counter to leadership in its OTC category. Brand sales quadrupled under her direction.

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 women’s sexual health
 oral health
 pregnancy prevention
 women’s personal products

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