Before last summer Westridge Laboratories sold its personal lubricant I-D® in nonpharmaceutical outlets where packaging wasn't particularly demanding. That doesn't mean Westridge was careless but leakers were a problem. Especially when you consider that I-D is the sole product of the two-year-old company. It's filled on two virtually identical lines at the company's 7-sq-ft facility in Newport Beach CA. "In the past we hand-applied a polyvinyl chloride shrink band to the PVC bottle then sent it through a heat tunnel" explains Gregg Haskell one of the company's owners. "But the bottles we use are straight-walled and cylindrical. These bottles don't have the tiny ridge molded around the neck area to help support a shrink band that many bottles do so our bands tended to slip. We applied a small tamper-evident label to keep the PVC band in place. But it looked a little sloppy." Leakers and poor appearance would be reason enough to make a change in sealing procedures but potential sales to pharmacies provided the ultimate incentive. "I-D is a lubricant for sexually active people" Haskell explains. "We conducted market studies and found that post-menopausal women represented our largest sales market. That's why we needed to get I-D to pharmaceutical outlets to better reach those customers. "And while it's easy to get product into outlets like adult stores there are much tougher packaging requirements for pharmacies such as Walgreens. So we made some changes in our packaging to get into these retail pharmacies. We had to ensure safe shipment and increase consumer confidence that our product hadn't been tampered with."