Tylenol Launches Joint Support Supplements for the First Time

Tylenol is betting big on the supplement market. 

The company best known for its pain relief medications featuring acetaminophen on Monday is entering the supplement category with its base product Proactive Support From the Makers of Tylenol, $20, a muscle and joint support supplement and an additional product with added stress support for $24, both available at all retailers where Tylenol is sold. This marks the company’s first foray into drug-free pain solutions. Both products come with a month’s worth supply of a single daily capsule.

According to the Tylenol team, the move into supplements was strategic in order to be able to offer consumers both reactive support with medication and proactive support with this new product. 

“I constantly heard from consumers and pain sufferers that they want a full, robust toolkit to manage their pain,” said Jennifer Gow, head of U.S. pain at Kenvue, who has worked at Johnson & Johnson and now Kenvue for the past 17 years. “Being the leader of the category and being Tylenol, it made sense for us to provide both drug and non-drug solutions… We hear from consumers that they want to be more proactive about managing [and] preventing pain.”

According to Gow, the team had always been exploring the opportunity to enter this category, and given the increased consumer demand and discovery of a differentiated formula, now was the right time. 

The product specifically uses a proprietary blend of turmeric and tamarind called TamaFlex, as well as cucumber extract, which are clinically studied ingredients that show joint and flexibility supporting properties. According to the company, the product should start working within five days compared to a leading competitor at seven days. The version with added stress-relief benefits is also formulated with sceletium extract for its calming effects.

“We talked to health care professionals, and 84 percent of them said they would consider providing this specific formula,” Gow said. 

While Tylenol is targeting a variety of consumers who may experience pain with this launch, Gow identified a few specific ones, particularly those 40-plus. 

“Recently, we have been reaching out to our transitional consumer…  or that type of consumer who is going from acute, occasional pain to more regular, but it isn’t always on a daily basis. Those transitional consumers are the people who can start being more proactive about their health,” she said. 

In addition, Gow pointed to perhaps a more niche consumer but a still important market, such as the person in their 20s experiencing joint pain from marathon training. It’s also an ideal support product for someone experiencing chronic pain to help manage symptoms. 

“You don’t age out of this product, but the earlier you can start, as you’re starting to feel that joint discomfort, that’s the best time to be more proactive about this,” said Gow. 

As these products launch, they will be strategically placed directly next to Tylenol on the pain aisle rather than merchandised with other supplements. According to Gow, the company surveyed consumers and an overwhelming amount said they would want to see it in retail this way.

To introduce the product, the company is employing traditional national media as well as tapping comedian and actress Molly Shannon for content that will be used primarily on social media. 

“She’s going to be talking a lot about this launch, and how she had a very active comedic career, and to stay active now, she partners with us and takes Tylenol Proactive Support, as well as all of the other things that she needs to do to stay active,” said Gow. 

In addition, the company will partner with other creators and experts to discuss their pain prevention routines, including this new product, sleep, exercise and more.

As far as expanding in the supplement category, there could be more to come.

“I see big opportunities for us in the future. We’re partnering with our research and development team to see what’s next,” Gow said.