Creating demand for a hush-hush product

08/10/2009 | Forbes

How do you mass-market a solution to a problem so personal that most women won't even discuss it with their doctors? That's the dilemma facing consultants Mary Jaensch and Rachel Braun Scherl, who paid $2.5 million to buy the bankrupt maker of Zestra, a topical cream to improve women's sex lives. By toning down the garish packaging and better targeting their ads, the pair are working to bring their product out of the shadows and into Wal-Mart stores everywhere.

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