Independent community pharmacies across the country now have the opportunity to list the full range of Dermalex, the clinically proven skincare treatments for mild to moderate rosacea, psoriasis and eczema.
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A fifth of total sales for the dry skin category are recorded in independent pharmacy marking a significant commercial opportunity for pharmacists looking to expand their specialist skincare offering.
Developed by dermatologists, the range delivers effective yet tolerable products that provide sufferers with an alternative choice to steroid and topical antibiotic treatments.
The launch is being supported with a £1.5m investment; Omega Pharma’s biggest spend with pharmacy to date. “We are committed to making Dermalex a success in community pharmacy and want pharmacists to truly believe in the benefits the treatments offer sufferers,” comments Annelies Smits, International Brand Manager for Dermalex. “Dermalex is the third biggest brand in the market and the biggest driver of growth in the category. Our ambition is to continue this momentum by shaking up the category in independent pharmacy.”
Chronic skin conditions are among the most common ailments faced by independent pharmacy teams: One in five children and up to one in 10 adults suffer from eczema, and the same number of adults are thought to be affected by rosacea. Psoriasis is a long-term, debilitating condition and pharmacy teams regularly face an influx of sufferers looking for effective treatments without relying on repeat prescriptions or masking their symptoms with cosmetic products.
“The majority of sufferers present with mild to moderate symptoms of these chronic skin conditions and are looking for an effective yet safe way to manage their flare ups,” adds Annelies. “The Dermalex range is effective as a standalone treatment as well as being safe to use in combination with other therapies and will enable pharmacy teams to fully support their patients who are actively seeking out an effective solution.”
The Dermalex range is steroid, antibiotic and fragrance free and can be integrated into a sufferer’s existing treatment regime. Raj Patel, Superintendent Pharmacist at Mount Elgon Pharmacy has recently started stocking Dermalex. He comments: “We are faced with patients suffering from chronic skin conditions on a daily basis who I know struggle to keep symptoms like itchy, cracked skin at bay. The Dermalex products can be used long-term without fear of side effects and are just what our customers are looking for.”
The through the line marketing investment will help drive footfall into pharmacy as well as educating on each condition.
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