Vaginal moisturiser Replens MD, which provides a hormone-free solution to vaginal atrophy, is becoming increasingly popular with menopausal women, says the manufacturer

Vaginal moisturiser Replens MD, which provides a hormone-free solution to vaginal atrophy, is becoming increasingly popular with menopausal women, says the manufacturer.

Sales of Replens grew by 20 per cent in 2009.

The best selling line was the 35g tube with re-usable applicator, which saw a 27 per cent increase in sales.

Linda Pearson, marketing manager at manufacturer Anglian Pharma, believes the popularity of the 35g tube, which provides 12 applications and retails at £9.99, shows that consumers are seeking value for money. In March a new applicator with a more comfortable tip is being introduced.

And investment in advertising and advertorials, which will double in 2010, is driving sales. Anglian Pharma has also been working with celebrity GP Dr Sarah Jarvis to raise consumer awareness of sexual health and the older woman.

Ms Pearson says: “We feel the issue of vaginal atrophy is one that needs a lot more discussion to help women understand that it is a common condition and not something they should feel embarrassed about.”

“Consumer attitudes are changing. The baby boomer generation is now going through the menopause and they are much more willing to look for different options,” Ms Pearson adds.

 (Article Appeared in C+D, 6 February 2010, Francesca Robinson)