By Helen Coster

Gold Bond, a century-old concoction of zinc oxide and menthol, is best known for alleviating jock itch and diaper rash. But its owner aims to conquer a wider swath. Chattem, its corporate parent, wants consumers to dab Gold Bond just about anywhere. In a recent brainstorming meeting 12 Chattem executives debated the best puffery for a possible line of Gold Bond lip balm. “‘Soothing’ is good,” said J. Blair Ramey, the company’s cohead of marketing, “but ‘healing’ is even stronger.” A few folks nodded in agreement. “What about ‘restoring’?” asked Alexander (Zan) Guerry, chief executive of the company. “I like the idea of putting ‘restoring’ and ‘healing’ on a product that will moisten your lips.” (more…)