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Setting a brand’s North Star

The many factors shaping category dynamics – including consumer preferences, and the pace and direction of innovation – calls for a multi-faceted growth strategy

Words by Raghavendra Sadashiva

The dermatological market, is a dynamic and ever-evolving field, driven by innovations and changing consumer trends. At Galderma, we recognize the importance of staying ahead of the curve and meeting the growing needs of our Dermatologists, Patients, Customers and Consumers. 

Innovation is a cornerstone of our commitment. Galderma stands out as one of the few companies capable of inventing, developing, and bringing to market truly innovative dermatological solutions for consumer and patient needs. This is how, we deliver a synergistic portfolio, supported by science-based product differentiation of flagship brands, such as Cetaphil, spanning the full spectrum of the fast-growing dermatology market. 

Our purpose is ADVANCING DERMATOLOGY FOR EVERY SKIN STORY.

Everyone’s skin is unique, and we each have our own skin story. At Galderma, we embrace these differences and offer cutting-edge, premium brands that fit people’s individual needs, across the full spectrum of dermatology through Aesthetics, Consumer Care and Prescription Medicine. 

Our flagship brand, Cetaphil, has a 75-year legacy and have been serving dermatologists, patients, customers, and consumers in India since 1999. We have established a trusted name in the Dermatology market in India and are the #1 Dermatologist recommended brand1. Cetaphil’s core is to provide gentle, yet effective products specially designed for Patients and Consumer who have sensitive skin. Cetaphil is deigned to defend against 5-signs of skin2 sensitivity, dryness, irritation, roughness, tightness, and a weakened skin barrier, while delivering effective results. 

In our view, we have remained true to some core fundamentals to receive this kind of brand love.

In line with our purpose, ‘Advancing Dermatology for every Skin Story’. Understanding and catering to the needs of consumers and patients is a crucial aspect of Cetaphil India’s success. The brand recognizes that each individual’s skin has its own story. Today patients and consumers have different needs, be it hydration, acne prevention, brightness, or gentle cleansing. Within Cetaphil, we have a wide range of products that are developed with dermatologist to deliver for all these different consumer’s needs, while being truly gentle on their sensitive skin. Across our array of cleansers, moisturizers, and specialized skincare solutions, we remain true to developing gentle yet effective products especially suitable for sensitive skin. 

Cetaphil India continually strives to innovate and introduce new solutions to cater to evolving consumer needs, while remaining true to our core of catering to Sensitive Skin needs. The brand offers a wide range of products tailored to specific skincare concerns. The Cetaphil Bright Healthy Radiance range caters to dull and uneven skin tones, providing a radiant complexion. The Cetaphil Optimal Hydration range focuses on intense hydration for dry and dehydrated skin. Additionally, Cetaphil India continuously innovating with our range of Cleanser and moisturizes, exploring new formulations and innovative formats to address various skincare issues. This commitment to innovation allows the brand to stay relevant and meet the changing demands of consumers.

Cetaphil India’s products are easily accessible through a well-spread well distributed network. The brand’s presence in e-commerce platforms enables consumers to conveniently purchase their favourite Cetaphil products online. Moreover, Cetaphil India products are available in general trade and modern trade stores, making them accessible to a wider audience. The brand also has a strong presence in pharmacies, ensuring that consumers can easily find and purchase their preferred Cetaphil skincare solutions. This comprehensive distribution strategy allows Cetaphil India to reach consumers across various channels, making it a readily available and trusted brand.

In addition, while being an aspirational and distinctive brand, we remain an assessable brand, where the consumer can interact with us on our Cetaphil_india Instagram handle or connect with the influencers who have tried and recommend our brands, or meet with Healthy Skin Advisors who can be found at modern trade stores to get specific recommendations of Cetaphil variants appropriate for their skin. Patients connect with Dermatologists on the regular basis and receive recommendation of the right Cetaphil Product for their skin type.

References:

  1. As per IQVIA MAT Mar’23 data, in Cleanser Market. For the entire brand. Not for individual product 
  2. Galderma Data on File [MKG001]

Raghavendra Sadashiva is the Managing Director – South Asia for Galderma India. With a unique legacy in dermatology as well as decades of cutting-edge innovation, Galderma delivers a science-based portfolio of premium flagship brands and services that spans the full spectrum of dermatology. As the pure-play dermatology category leader, they are playing a key role in advancing dermatology for every skin story.

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