OVER-THE-COUNTER SKIN & HAIR CARE
Galderma will back the launch with media placement and
education campaigns in consumer publications and online. In addition, there will be broad distribution at drug, food and mass retailers and through Amazon, according to Risser.
“There’s a lot of excitement, with patients and consumers,
and retailers to re-energize the category,” she said.
Galderma is taking on category leaders including J&J’s
Neutrogena, Reckitt’s Clearasil and others like AcneFree, which
will soon be under the ownership of L’Oréal, following the beauty giant’s recently announced $1.3 billion deal with Valeant that
also included Ambi and CeraVe skin care.
According to Frédéric Rozé, president and CEO of L’Oréal
USA, “the acquired three brands, built on strong relationships
with health professionals and widely distributed, will nearly double the revenue of L’Oréal’s Active Cosmetics Division in the US
and will help us satisfy the growing demand for active skin care
at accessible prices.”
Don’t Flake Out
Another major player is looking to increase its presence in a mainstay
sector of the OTC market, too. Unilever’s Dove recently rolled out a
dandruff care line, the DermaCare Scalp Series, which features three
variants: Pure Daily Care 2in1 Shampoo, Invigorating Mint 2in1 and
Shampoo and Dryness & Itch Relief Shampoo and Conditioner.
The collection, which debuted in January, was specifically created
for women to address the need for a more feminine anti-dandruff
solution, according to Robert Candelino, vice president of marketing
and general manager for hair care at Unilever in the US.
“For the three in 10 women who suffer from dandruff, they are
often conflicted, as they feel they cannot get the nourishment they
need for healthy, beautiful strands while also having
an effective dandruff solution,” Candelino told Happi.
“Historically, consumers have felt that other sham-
poos on the market designed to treat dandruff leave
their hair feeling stripped and dry.”
Dove DermaCare Scalp is formulated with pyri-
thione zinc to treat dandruff, along with a blend of
oils known to nourish the scalp.
Candelino said the Dove variants rely on a
powerful blend of skin-focused technology to
eliminate flakes along with proprietary technology that provides shine and hydration, so women
don’t have to compromise on the healthy look of
their hair to fight flakes.
“The line features micro-silicone technology
that has been optimized over the years to deliver
a thin, more uniform layer of conditioning to keep
the hair smooth and free-flowing. This, in addition to smaller particles of zinc pyrithione which
are designed to deposit uniformly on the scalp,
are how we fight flakes while keeping hair nourished,” he said.
The range will try to steal share from
the clear leader in the $556.4 million
dandruff shampoo category—Head &
Shoulders. But while the venerable brand
has a half-century under its belt as a go-
to dandruff shampoo, P&G doesn’t rest
on promotion or product development.
In fact, a new campaign features actress
Sofia Vergara talking up its newest variant,
Head & Shoulders 3 Action Formula.
Like the Dove launch, size matters
here too; Head & Shoulders 3 Action
Formula is formulated with micro zinc
mineral particles. According to P&G, the
particles deposit deep into the scalp pore
and are left behind—even after rinsing—
improving the scalp’s condition and enabling long-lasting dan-
druff protection. In a nod to the demand for products that work
and have great aesthetics (even in a medicated shampoo), this
new Head & Shoulders formulation is said to contain a gentle
cleansing agent that provides a rich, deeply indulgent lather.
Additional launches destined for the OTC aisle include products designed to soothe health concerns of the youngest consumers.
A new entrant in the $183 million baby ointment/lotion category
comes from Beiersdorf, which added Aquaphor Baby 3 in 1 Diaper
“Ear and Tummy discomfort are such common complaints among kiddos that we’re so excited to launch
this product to families across the country,” Oilogic co-founder Worth Anne Herrell said in a press statement.
“We believe in safe, natural, and easy to use essential oil
solutions that fit into your hectic everyday lifestyle. We
know parents are busy and we’re here to make things a
little bit easier for them.”
The roll-on is a blend of chamomile, lavender,
grapefruit, geranium and lemon oils diluted with jojoba and castor oils, according to the Addison, TX-based firm. For ear discomfort, users apply the oil in
a downward motion behind the ear toward the neck;
for tummy troubles, it should be applied to the belly
followed by a specific massage technique that’s available on Oilogic’s website.
While not headliners in the beauty marketplace,
the workhorses of the OTC aisle provide consumers
with much-needed TLC, and can be a shot in the arm
for manufacturers, too. •
Dove is sporting a new
Oilogic’s new Ear and
Tummy Trouble Essential
Oil Roll-On can found at
Target and Meijer.