For working executives and people on the move, nagging headaches can happen anywhere and could hinder work. Pills make one drowsy and balms are messy and smelly. A new applicator like a chap stick was devised. This convenient to carry & use handy pack of 10gms that provides faster relief than any other balm or analgesic because the product works on the principle of local therapy. It penetrates & acts on headache points, which can be referred to as "pain point therapy". And the ingredients have volatile substances that work on the principle of Aromatherapy. So it was positioned as: