Consumers try to buy feeling of safety amid swine flu fears

— -- If the best market driver of all is consumer fear, then swine flu is looking to be a doozy.

Marketers are out in force — particularly on the Internet — with items ranging from 99-cent face masks to potions such as oregano oil that fetch $70 a bottle to third-party overnight shipments of Tamiflu for $135 per prescription.

Some major marketers are seeing an uptick in sales of items such as masks, latex gloves, anti-bacterial soaps and hand sanitizers. There's a "measurable increase" in mask sales at Walgreens in Chicago, New York and Texas, spokeswoman Tiffani Washington says. Consumer gurus aren't surprised that so many treatments and protective devices related to swine flu — legitimate or not — are getting plenty of traction from retailers and marketers.

"When we're faced with a potential threat, we tend to imagine the worst," says Jerald Jellison, a social psychologist. "That's what marketers are capitalizing on. In a state of high need, with our rational powers diminished, we'll take almost any action."

Even then, there's still a hearty supply of the prescription flu fighter Tamiflu, in part because this winter had a light flu season, says Terry Hurley, spokesman for the maker, Roche. "We haven't seen a rush yet from wholesale pharmacies."

But plenty of other products are getting strong pushes, even if their effectiveness has not been scientifically proved in all cases:

•Oregano oil. The extract from wild oregano plants, said to be an antiviral, anti-bacterial and anti-fungal agent, is being sold in 2-ounce bottles for $70 by Spy Shops of Fort Lauderdale. "This is super strong stuff, but it doesn't taste very good," says Jose King, sales manager.

•Masks and respirators. Sales of a special respirator took off after the Centers for Disease Control and Prevention specifically recommended folks in affected areas wear N95 respirators by 3M. The company started to "ramp up production" after the CDC recommendation, spokeswoman Jacqueline Berry says.