Reckitt Benckiser adds to its health and hygiene brands

Reckitt Benckiser (RB) is the company behind such best-selling brands as Clearasil spot cream, Air Wick air fragrances, Strepsils throat lozenges and Cillit Bang cleaner.

The company's vision 'is a world where people are healthier and live better'. Its purpose 'is to make a difference by giving people innovative solutions for healthier lives and happier homes'.

 With the acquisition of Schiff Nutrition International, RB has now expanded its health and hygiene portfolio of products. Before the acquisition, health-related products accounted for 21% of RB's revenue, hygiene products accounted for 38%, home products accounted for 21% and the remaining 20% of revenue was provided by pharmaceuticals, foods and portfolio brands.

Looking at digital communications, RB recently concluded a deal with WebMD, a health information website, that will reportedly allow RB to more precisely time and target ads for Mucinex and other products to consumers. The idea is that as consumers use WebMD to search for symptoms of flu, colds and similar ailments, RB will be able to understand when and where flu outbreaks occur and immediate implement online ads highlighting appropriate products. WebMD says no personal data or identification will be involved in this arrangement.

What's next for RB as the company seeks to help consumers live healthier and happier lives?