Handsome launches with back pain mission

A NEW Manchester company launched by a former senior executive from consumer healthcare group SSL International has unveiled a range of products to prevent and treat back pain.

Based at Manchester Business Park near Manchester Airport, Handsome, is led by Mark Crtichley, a former UK marketing director at SSL, and supported by the North West Fund for Biomedical.

The business has just four staff, but is recruiting. Its directors include leading clinicians as well as designers and marketers.

It is aimed at developing products to help alleviate and prevent back pain among the 16.5 million people who suffer each year.
 
Handsome’s the Bac range comprising a back massager, shoulder brace, back brace and sacroiliac belt – was designed by industrial product designers, Seymourpowell and experts from The London Spine Clinic on Harley Street.  

The name, logo and packaging were developed by Ziggurat Brands, responsible for creating brands like Tetley’s Tea.

Chief executive Mark Critchle said: “We saw a gap in the market for a back care range that was both functionally best in class and stylish at the same time so we created Bac, which has just started selling in selected Boots stores and online.  
 
“What we’ve also done is create a simple diagnostic tool in the form of an infographic, which breaks the back down into five zones, showing sufferers the different areas of pain and which product they would need to treat it.
 
“This week we supported the launch of Bac with our  new website backpainhelp, targeting people of all ages, throughout the UK, who are currently experiencing back pain or simply wish to prevent it in the future.
 
“Our products have been designed by experts who are well-respected industry names so the end result is a range of stylish but effective products at affordable prices.  Our focus now is to make Bac the leading brand in back care and we will continue to innovate and develop new products in this area.”