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J.R. Watkins’ New Line Has Your Back

The personal care brand’s new line is stunning and upscale, but oh, that dispenser.




WHEN J.R. WATKINS LAUNCHED its Muscle Pain Relief line in early March 2021, the brand earned buzz for the products’ upscale, luxurious design and rightfully so. With a colorway that includes rich metallic gold, stately gray and bright white, the product line is a shopper stopper on shelf. But did you catch the clever package design built into the Muscle Pain Relief Spray? It has a 360-deg spray that allows consumers to easily apply from any angle. This enables a user to reach areas like their very own back — a convenient feature at any time, a back saver during a pandemic.

The Muscle Pain Relief Spray is part of a lineup that uses thoughtful packaging and product formats to deliver penetrating pain relief for the muscle strains, soreness and aching joints that some shoppers are experiencing in their quests for better post-pandemic bods. (Yes, Saahil Desai of The Atlantic, I’m referencing your quest “to look damn good” when the world sees you again.)

The new product line includes Muscle Pain Relief Lotion for transdermal pain relief delivery and Muscle Pain Relief Roll-on, which is sized small enough for the days when we can safely travel again.

Shoppers slipping into a CVS shop to get their vaccine jab would be glad to know that the brand’s merchandising strategy includes a nationwide launch across the retailer’s locations. Melissa Ayers, vice president of marketing and innovation, J.R. Watkins, remarks, “As pioneers of natural, pain-relief remedies for over a century, we’re thrilled to continue to lead and innovate within the over-the-counter topical analgesic category. We are excited by the partnership with CVS Pharmacy to bring these innovative products to consumers nationwide.”

Linda Casey is the editor-in-chief of BXP.

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