When the pandemic brought upon the world a health scare of the cruelest nature, consumers were compelled to make their healthcare regime a top priority. Junk food was replaced by nutritional items, cosmetics were replaced by skincare products and societal outings made way for regular exercise schedules. Moreover, with masks becoming an essential accessory for stepping out, special attention is now being paid to facial skincare. In this context, we connected with Ritesh Jain, BU Head – Prescription & Consumer, Galderma India to find out more about the sectorial changes and the organizational developments in recent times.
How has the skincare products industry evolved in the last eighteen months?
Today, hand hygiene and wearing masks have become a part of our daily routine. This has resulted in increasing skin concerns for consumers. Prior to the pandemic, people were more focused on applying products to their skin without much research. But now, consumers are trying to be well-versed about the ingredient/product before using any of it. Moreover, easy accessibility of these products through company websites and online channels, and doorstep delivery are driving the market.
Cetaphil has transformed its digital strategy to reach out to 15 million consumers across digital, social media, OTT & E-commerce platforms and has been at the forefront in creating awareness on improving people’s lives through healthy skin. We also engage digitally with dermatologists and social influencers who teach people about the basics of the skin and how to take care of it. This has helped the brand to grow 2 to 3 times compared to that of the category. Cetaphil is now the No. 1 Dermatologist recommended brand in moisturisers in India.
What are the core skin problems that Cetaphil products help to tackle?
Cetaphil is specifically formulated to provide effective skincare for a variety of skin types and conditions, especially sensitive skin. It is available for all skin types – Dry Skin, oily skin, combination skin, and sensitive skin. Cetaphil has become one of the favourite household brands with a portfolio that expands into a wide range of cleansers, moisturisers, sunscreens, and baby skincare products, as well as solutions for various skin conditions like pigmentation, atopic dermatitis, etc. Its unique blend of ingredients helps in maintaining the skin barrier thus keeping the skin hydrated and moisturized for a soft and smooth feel.
What is the core philosophy of your brand?
Cetaphil is a globally renowned brand with 74 years of heritage and is the No. 1 Dermatologist prescribed brand across many countries. Cetaphil is scientifically formulated and clinically proven to nourish even the most sensitive skin. Cetaphil products contain natural ingredients that offer gentle, yet effective care making skin soft, smooth, and beautiful.
What were the key milestones of Cetaphil’s brand journey?
Cetaphil is present in Cleanser, Moisturiser & Sunscreen segments which accounts for about 40% of the total skincare market. Today Cetaphil is growing at 2.5 – 3 times that of the market. Cetaphil has recently launched its new – Bright Healthy Radiance Range which caters to pigmentation and dark spot-related issues in people with sensitive skin.
With constant innovation, Cetaphil has contributed to driving the overall brand growth, especially through the launch of new products in its baby and beauty segments. Through digital led engagements, Cetaphil reached out to 6000+ Dermatologists through virtual detailing, a big shift from a pure-play of direct engagements.
What are your future plans?
Aligning with the current market trends, expansion to new channels like e-pharmacies, modern trade along with new trade strategies, and strengthening our E-commerce platform, has fueled strong growths in direct to consumer channels. There are future innovations in the pipeline to address the other growing skincare needs of sensitive skin like eczema, acne, etc.