Mentholatum Co

A Message from Lord Pickles and Lord Blunkett, followed by Mentholatum Co's best practice article

The ability to listen and learn from one another has always been vital in parliament, in business and in most aspects of daily life. But at this particular moment in time, as national and global events continue to reiterate, it is uncommonly crucial that we forge new channels of communication and reinforce existing ones. The following article from Mentholatum Co is an attempt to do just that. We would welcome your thoughts on this or any other Parliamentary Review article.

Blunkett signature Rt Hon The Lord David Blunkett
Pickles signature Rt Hon The Lord Eric Pickles

Rob Yateman, managing director
The Mentholatum Company’s UK
headquarters at East Kilbride
The Mentholatum Company blends knowledge gained over
more than a century with trailblazing scientific research
and consumer insights to create innovative, 21st-century
products to treat changing healthcare needs. From its origins
in Kansas in the 19th century, it is now the UK’s number one
seller of topical pain relief products and the name behind iconic
brands such as Deep Heat and Deep Freeze. Speaking on its
behalf is its managing director, Rob Yateman.
The company began in Wichita, Kansas, in 1889 and the UK company was
established in 1924. With strong links to Japan, where the Mentholatum founders
sourced the menthol used in their products, the company was acquired by the
Rohto Pharmaceutical Company in 1998. However, the Mentholatum Group works
independently and autonomously. There are five specific teams at the company’s
UK headquarters at East Kilbride, Scotland:
»Research and quality development
»Finance, logistics and HR
Our long history and success in pain relief means our products are known and
recognised throughout the world, but in today’s competitive market it is essential
to listen to consumers and retailers. That is why we place such importance on a
programme of research which helps us develop new products, formats and delivery
»Managing director: Rob
»Established in Wichita, Kansas,
in 1889 with a UK subsidiary
set up in 1924. The company
was acquired by the Japanese
Rohto Pharmaceutical
Company in 1998, but
operates independently
»Based in East Kilbride,
»Services: The research,
development, manufacture
and marketing of topical pain
relief products, including Deep
Heat, and other personal care
»No. of employees: 100
»The original Mentholatum
Ointment was used by
cowboys to help relieve aches
and pains after long days in
the saddle
Mentholatum Co
Highlighting best practice
systems designed to meet changing
consumer needs.
Today’s sedentary lifestyles and
obesity are increasingly leading to
low back pain, which alone costs the
UK economy an estimated £12billion
per year. As manufacturers, we must
bring to market effective, 21st-
century solutions to emerging 21st-
Working with universities
Collaboration with Scottish universities
– via sports scientists at the University
of Stirling and through funding PhD
students at the University of Edinburgh
– gives Mentholatum the chance to
use state-of-the-art equipment and
groundbreaking research to acquire
a deeper understanding of the effect
our topical pain relief products have on
soft tissue.
At Stirling, data from a first-of-its-kind
study into the depth of penetration
of topical products on deep tissue
has allowed us to demonstrate the
effectiveness of products applied
to the skin, and the university has
published the data in peer-reviewed
journals as well as presenting the
findings at international scientific
Mentholatum has a long-standing
relationship with Edinburgh University
through its funding of PhD students.
This has given us exclusive access
to pioneering medical imaging
techniques, and recent investigations
– the first of their kind conducted
anywhere in the world – have given
insights into the changes in deeper
soft tissue structures and temperature
when our products are applied to
This collaboration will allow us to use
the data to strengthen commercial
claims and increase sales. It will help
us better understand how to optimise
our formulations and also identify
innovations for the next generation of
The clinical application of these
developing technologies has
benefited other researchers studying
degenerative brain disorders, liver
disease and other systems of the body.
Meeting demand for
To meet the dual demand for drug-free
products which are also user-friendly,
our latest innovations are a “Deep
Heat” muscle massage lotion and
“Deep Freeze” pain relief gel, which
are applied using rollerball technology
more usually seen in the deodorant
sector. The new delivery system means
hard-to-reach places can be treated
without touching the lotion or gel.
The factory at East Kilbride is a
modern, high-quality facility, where
a product can go from concept to
prototype and into production on
the same site. Our plant produces
20 million tubes of Deep Heat, Deep
Freeze and Deep Relief every year.
Award-winning Deep
Relief – winner of a
Pharmacy Product of the
Year award for the past
five years
we must bring
to market
solutions to
Connecting with retailers and
In order to keep up with current
needs, it is important to connect
with both the pharmacies and other
outlets which stock the products and
the consumers who buy them. This is
done with ongoing PR activity and the
products are also supported via social
media and digital, radio, TV and print
Our commitment to retailers and
consumers has been recognised
with a slew of industry awards. The
prestigious OTC Awards recognise
excellence in over-the-counter
medicines and therapeutic products.
We have won six OTC Marketing
Awards for innovation, marketing and
packaging since 2012. In addition,
Deep Relief, our triple-action, anti-
inflammatory gel, has won Pharmacy
Product of the Year awards in five
successive years.
One of our biggest successes recently
is our award-winning work with
marathon runners. We promote
our brands to them but, equally
importantly, connect with runners
via social media and online running
platforms to help them through their
training. On race days, our billboards
at the start and along the route are
designed to help the runners keep
going with inspirational messages.
Mentholatum believes that, wherever
possible, people should play an active
role in their own healthcare. With this
in mind, we have launched “Mind
Your Back”, a national, multimedia
health campaign to help people
manage back pain and prevent future
problems with a simple five-step plan
involving stretching, therapy, exercise,
posture and strengthening.
Our goal is caring for the nation,
using knowledge gained over more
than a century combined with the
latest scientific research and consumer
insights to make Mentholatum the
company which consistently delivers
effective, affordable, accessible
We are committed to continuing to
research and develop products to help
relieve the muscle and joint pain which
affects millions of people in the UK
and throughout the world. We are
looking forward to an exciting, active
future for the Mentholatum team and
our customers.
Our plant
20million tubes
of Deep Heat,
Deep Freeze
and Deep Relief
every year
Mind Your Back is a
national campaign
to help prevent and
manage back pain

This article was sponsored by Mentholatum Co. The Parliamentary Review is wholly funded by the representatives who write for it. The publication in which this article originally appeared contained the following foreword from Rt Hon Kwasi Kwarteng.

Rt Hon Kwasi Kwarteng's Foreword For The Parliamentary Review

By Rt Hon Kwasi Kwarteng

This year’s Parliamentary Review reflects on a tumultuous and extraordinary year, globally and nationally. As well as being an MP, I am a keen student of history, and I am conscious that 2020 would mark the end of an era. It will be remembered as the year in which we concluded Brexit negotiations and finally left the European Union. Above all, it will be remembered as the year of Covid-19.

In our fight against the pandemic, I am delighted that our vaccination programme is beginning to turn the tide – and I pay tribute to the British businesses, scientists and all those who have helped us to achieve this. But the virus has dealt enormous damage, and we now have a duty to rebuild our economy.

We must ensure that businesses are protected. We have made more than £350 billion available to that end, with grants, business rates relief and our furlough scheme supporting more than 11 million people and jobs in every corner of the country, maintaining livelihoods while easing the pressure on employers. The next step is to work with business to build back better and greener, putting the net zero carbon challenge at the heart of our recovery. This is a complex undertaking, but one which I hope will be recognised as a once in a lifetime opportunity.

Through the prime minister’s ten point plan for a green industrial revolution, we can level up every region of the UK, supporting 250,000 green jobs while we accelerate our progress towards net zero carbon emissions.

With our commitment to raise R&D spending to 2.4% of GDP and the creation of the Advanced Research & Invention Agency, we are empowering our fantastic researchers to take on groundbreaking research, delivering funding with flexibility and speed. With this approach, innovators will be able to work with our traditional industrial heartlands to explore new technologies, and design and manufacture the products on which the future will be built – ready for export around the globe.

And I believe trade will flourish. We are a leading nation in the fight against climate change. As the host of COP26 this year, we have an incredible opportunity to market our low-carbon products and expertise. Our departure from the EU gives us the chance to be a champion of truly global free trade; we have already signed trade deals with more than 60 countries around the world.

As we turn the page and leave 2020 behind, I am excited about the new chapter which Britain is now writing for itself, and for the opportunities which lie ahead of us.
Rt Hon Kwasi Kwarteng
Secretary of State for Business, Energy and Industrial Strategy