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FORT WORTH — Eosera continues to be a driving force in the ear care category. Elyse Stolz Dickerson, company cofounder and chief executive officer sees a number of current trends with the approach to 2025. “Consumers increasingly opt for over-the-counter brand solutions for earwax removal and maintenance, reflecting a broader trend towards self-care. Consumers continue to monitor their spending and are concerned about the economy’s state with inflation and in an election year. Specifically, when we look at the latest sales data from NielsenIQ that ended September 7, 2024, the ear care category is seeing declining sales trends across all comps, down 3.6% in the latest four weeks, 2.7% in the latest 13 weeks and 3.2% in the latest 52 weeks,” she notes. “However, the Eosera product line is growing — our brand is up 46% in the last 13 weeks, which ended September 7, 2024. Consumers are learning about our woman-led, U.S.-based brand, our products, and our proof of efficacy after trying our ear care products.”
She points out that new formulations, including products for more accessible applications, are emerging that provide faster and more effective relief.
“This is why Eosera developed the innovation of single-use vials. Not only is the innovative delivery system available with Eosera products sold O-T-C for consumers to apply Ear Wax MD with practically one hand easily, but the single-use treatment delivery is provided to health care professionals as a single-use sample form to share with their patients. Health care professionals have responded favorably to receiving Eosera Ear Wax MD and Ear Pain MD patient samples. Eosera Ear Pain MD provides temporary topical pain relief on contact with 4% lidocaine to numb aggravated nerve endings. Eosera Ear Pain MD is a first-of-its-kind O-T-C ear drop to temporarily relieve pain on contact with 4% lidocaine. We’re incredibly proud to be the No. 1 physician-recommended brand of O-T-C Topical Ear Pain Relief.”
Dickerson explains that the drug channel offers various ear care products to meet customer needs. However, the channel has endured a fierce hit, as chains have announced several store closures. “Foot traffic is down, directly impacting the ear care category. Our data shows increased sales for performing locations when the drug channel implements brand-blocking on the shelf. For example, when all Eosera products are placed consecutively in a line to showcase the brand, sales outperform retailers that break up the brand and categorize products, such as wax removals, pain relief, itch relief, etc. When units found on the shelf, like the Eosera packages, are small, they can be overlooked, even when shoppers know precisely which items they seek. Consumers can quickly find their favorite Eosera products and choose the best solution to address their ear care issues when grouped by brand.”
She adds that the company was founded to provide consumers with better ear care products that work quickly and effectively. Eosera is committed to helping consumers feel better faster. “We work with doctors to continually develop best-in-class solutions for typical ear issues. Our portfolio of drops, sprays and systems offers a comprehensive range of affordable over-the-counter solutions to help with consumers’ ear issues, including excessive ear wax, ear pain, and even dry, itchy ears.”
As for the future, she says that Eosera has a team dedicated to innovation and strives for consistent innovation in its delivery systems and formulations. “We obtain insight from the medical community and attempt to provide products that best address consumers’ ear care needs with the medical professional’s direction. We plan to introduce a new product in 2025 designed to dry the external ear canal. It’s not yet ready to unveil, but we look forward to sharing this new product in the spring.”
