Washington, D.C.—The Consumer Healthcare Products Association (CHPA), a 139-year-old industry trade organization, is rebranding for the first time in 20 years, according to a press release. The rebrand includes a new logo, tagline, and brand narrative, now that the organization represents consumer medical devices as well as over-the-counter medicines and dietary supplements. CHPA is positioning itself, the press release says, as the only association in the U.S. representing the personal healthcare industry, broadly.

The rebranding efforts have been underway for more than a year, the release says, and the results are being unveiled following landmark legislative achievements that will further empower consumers to practice responsible self-care.

That legislation includes portions of the 2020 CARES Act, such as the modernization of FDA’s OTC Monograph system, which—to note a few improvements—streamlines the previous rulemaking process, incentivizes innovation in the OTC arena, and provides more resources for FDA to increase efficiency and responsiveness necessary to protect public health. The CARES Act also reinstated consumer ability to purchase OTC medicines with tax-preferred savings accounts, including Flexible Spending Arrangements (FSAs) and Health Savings Accounts (HSAs). The measure also extends HSA/FSA eligibility to menstrual care products.

The new logo is intended to illustrate the association’s future-oriented outlook, the energy and enthusiasm in the self-care industry, and CHPA’s integrated focus on issues that matter to the OTC, supplement, and device sectors, according to the press release. The new tagline—“Taking healthcare personally”—communicates the industry’s commitment to empowering consumer self-care by preserving and expanding choice and availability of consumer healthcare products.”
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“During the stay-at-home orders issued in response to the recent pandemic, Americans have been relying on personal healthcare products in record numbers,” said CHPA Board Chair, Paul Gama, President of Personal Health Care for The Procter & Gamble Company, in the press release. “CHPA’s evolution into a more integrated self-care association is critically important, since this is where the marketplace is already going.”

“CHPA is responding to a change in consumer behavior that has been underway for many years now. The reality is that consumers don’t get hung up on regulatory distinctions, they are increasingly seeking non-prescription self-care options across multiple categories to help them stay well and get well. Our member companies have evolved to meet this consumer need, and now CHPA is reflecting this evolution in its new brand identity,” added CHPA President & CEO, Scott Melville. “CHPA is home to personal healthcare companies who view self-care broadly.”