Vicks is a global leader in over-the-counter (OTC) medications, primarily known for its respiratory care products such as VapoRub, NyQuil, and DayQuil. Founded in the 1890s by pharmacist Lunsford Richardson, the brand is now owned by Procter & Gamble (P&G) and is available in more than 66 countries across five continents.
Company History and Ownership
Founding:
Lunsford Richardson began experimenting with remedies in his Greensboro, NC, drugstore in 1890. He created Vick’s Magic Croup Salve in 1905, which was later renamed Vicks VapoRub in 1912.
The Richardson Era:
The company operated for decades as the family-owned Richardson-Vicks, Inc. (formerly Vick Chemical Company).
Global Expansion:
Vicks saw massive growth during the 1918 influenza pandemic, with sales jumping from $900,000 to $2.9 million in one year as demand for VapoRub overwhelmed production.
Procter & Gamble Acquisition:
In 1985, after resisting a hostile takeover attempt by Unilever, the Richardson family sold the company to Procter & Gamble.
Product Portfolio and Innovation
Vicks is recognized as the world’s #1 selling cough and cold brand. Its core offerings include:
VapoRub:
A topical ointment made with camphor, eucalyptus oil, and menthol to relieve coughs and minor muscle aches.
The “Quil” Line:
Includes NyQuil and DayQuil, as well as various nighttime and daytime relief medications.
Formula 44:
A line of cough syrups introduced to provide long-lasting relief.
Breathing Treatments:
Includes the Vicks VapoInhaler, nasal sprays, and cough drops.
Recent Innovations:
In 2021, P&G introduced Solid-Water™ Technology, a non-greasy, water-based stick formula, and Vicks Ultra Immunity Daily Boost supplements.
Market Presence and Branding
Global Reach:
While known as Vicks globally, the brand is marketed as Wick in German-speaking countries (except Switzerland) to avoid linguistic connotations that are considered profane in German.
Market Dominance:
In India, Vicks is a leading brand in the Fast Moving Health Goods (FMHG) sector, commanding over 60% of the market share in the cold balm/rub category.
Marketing Strategy:
P&G often positions Vicks around the theme of “Mother’s Love” or “Touch Therapy,” emphasizing the soothing nature of applying the products.
Product Composition and Safety
The brand’s products utilize active ingredients such as Menthol (topical analgesic/cough suppressant), Camphor (cough suppressant), and Eucalyptus oil.
Warnings:
Products like VapoRub should not be used on children under two years old or placed in/around nostrils, as camphor can be toxic if absorbed through mucous membranes or swallowed.