Page 109 - BWConfidential24

Company profle: Dermage Sizing up skincare Emerging markets Brazilian skincare brand Dermage has made a major mark on the dermocosmetics category since its launch in 1990, and further expansion is on the cards by Renata Ashcar razilian company Dermage has come a long Bway in just 15 years. The skincare brand, which was founded in 1990 by pharmacist Lisabeth Braun is now one of the most respected local brands in the dermocosmetics segment in the country. It markets more than 200 products, is sold in over 500 points of sale and last year reported sales of R$102m (US$29.29m). The company is now looking to expand its distribution at home and abroad, while boosting its product portfolio. One of the keys to the company’s success has been the founder’s strong relationships s Skincare is still the core of Dermage’s business, although the company has with dermatologists and plastic surgeons who ventured into other categories such as nutricosmetics prescribe Dermage products. The company now has a database of more than 6,000 doctors in the country. However, the brand has sought to expand included updating its store concept and coming grown by 40%. its reach through a multi-channel distribution out with new products. The stores are a mix of Dermage also beefed up its social media strategy. Its distribution is centered on 60 vintage fxtures and contemporary décor. presence and communication plan. For Dermage stores—20 of these stores are Dermage now has a much wider product example, the company changed the language wholly owned, while the rest are franchised; offer. While originally a skincare brand, it now used in marketing its products to become 100 multi-brand stores and 400 selective also markets suncare, haircare, make-up and easier to understand. It has boosted its social pharmacies, including major players such as well-being products. Make-up and haircare media efforts, which has attracted more young Onofre, Panvel and Raia. The company opted especially, are becoming a much stronger people to the brand. In addition, to enhance its to sell through selective pharmacies two years part of the portfolio. This year, Dermage has popularity among young consumers, Dermage ago as part of a repositioning program. also entered a new category: nutricosmetics. has partnered with fashion brands and offers The company launched a nutricosmetics more beauty services. Brand revamp line called Ineout which comprises three The company is looking to build its Dermage’s brand revamp focused on products for the skin, hair and nails. One of distribution in Brazil, with the priority being São communicating a higher-end positioning (the the reasons for entering this category is its Paulo for this year. “Our objective is to open 10 brand targets women in the upper class social rapid growth: it is thought that between now stores in São Paulo in less than three years” bracket aged between 20 and 55), and also and 2017 the nutricosmetics market will have says Braun. In other markets in the n n n November-December 2015 - N°24 - BW Confidential 107