ThermaCare is extending its decades of expertise in therapeutic heat into a new category with the launch of its Heat + Max Strength Lidocaine Pain Relief line — a dual-action topical that combines the brand’s patented Heatwave Technology with maximum-strength 4% lidocaine for deep, targeted relief of everyday muscle and joint discomfort.
“We saw an opportunity to go beyond traditional topical pain relief with a unique formula designed to work in two complementary ways,” said Aaron Perelman, Sr. Marketing Director at Bridges Consumer Healthcare. “We’re extending ThermaCare’s expertise in heat therapy into a new category that combines soothing heat and fast-acting lidocaine to stop pain at the source and deliver more complete, targeted relief where it’s needed most.”
Therapeutic heat enhances comfort while helping the lidocaine penetrate deeply to numb pain at the source, delivering relief through two complementary mechanisms in a single application.
The line launches in three formats, each at a suggested retail price of $15.99:
- Heat + Max Strength Lidocaine Gel — a massage-in gel designed for comfort-focused, precise application and customizable coverage.
- Heat + Max Strength Lidocaine Roll-On — a no-touch precision applicator built for clean, mess-free use on the go.
- Heat + Max Strength Lidocaine Spray — an easy-to-apply spray for fast, broad coverage across larger or hard-to-reach areas.
As part of the expansion, ThermaCare is also introducing a refreshed brand identity that modernizes its visual expression while reinforcing the trust, clinical credibility, and proven efficacy consumers have relied on for decades. The ThermaCare Heat + Max Strength Lidocaine Pain Relief collection is available now on Amazon and at participating retailers nationwide.
As featured in Drug Store News.