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DERMIK PHASED-IN INTRODUCTION OF RoC HYPOALLERGENIC SKIN CARE LINE

This article was originally published in The Tan Sheet

Executive Summary

DERMIK PHASED-IN INTRODUCTION OF RoC HYPOALLERGENIC SKIN CARE LINE began June 17 to select pharmacies in Philadelphia, Atlanta, Tampa, Miami, Chicago, Los Angeles and San Francisco, various regions in New York including Manhattan, and statewide in Connecticut and New Jersey. At a same-day press conference in New York City, Dermik said it expects the product line to be available nationwide by January 1994. The line includes a facial moisturizer, a "treatment" cream, a cleaning wash, a moisturizer for oily skin, a hand cream and a body lotion. Part-two of the launch, slated for mid-August, will bring the products to market in Boston, Washington, D.C., Pittsburgh, Cincinnati, Minneapolis, Dallas, Phoenix and San Diego. Dermik said it will set up a toll-free number for consumers interested in finding out where the product line is available. The RoC line initially will not be marketed directly to consumers, Dermik said. "RoC/Dermik strongly believes that proper use of its skin care products is through dermatologist . . . and pharmacist recommendation," Dermik said. The Rhone-Poulenc Rorer subsidiary has been running ads since May in professional journals including Dermatology Times, Journal of the American Academy of Dermatology, Archives of Dermatology, Cutis, Journal of Dermatologic Surgery and Oncology, Cosmetic Dermatology and Dermatology Nursing. Dermik President Thomas Bigger acknowledged at the press conference that consumer advertising will not be part of the initial launch campaign for the RoC line. However, he indicated that promotions in magazines like Prevention and Longevity are being considered for a second phase of the launch. In addition to ads in professional journals, Dermik plans to detail the product line to dermatologists and pharmacists through a 17-person sales force dedicated solely to promoting the RoC line. Dermik announced its interest in expanding its consumer product offerings in the dermatological area in March with the agreement with Colombes, France-based RoC S.A. to market and distribute that company's hypoallergenic skin care line in the U.S. ("The Tan Sheet" March 22, p. 11). RoC will manufacture the product line in France. Products marketed in the U.S. will carry the names of both companies. Dermik initially is rolling out six RoC products in the U.S. with other product introductions expected to follow. All of the products are manufactured in accordance with pharmaceutical industry standards and include lot numbers, batch testing and expiration dates, the firm said. Additionally, all RoC products are hospital and lab-tested -- "new raw materials and finished products are clinically tested on 100 to 200 patients" without animal testing, Dermik said. The line is described as without fragrance, hypoallergenic and noncomedogenic. The RoC line bucks a recent trend in the U.S. toward including sunscreen ingredients in skin care products. A dermatologist at the press conference, Zoe Draelos, MD, suggested that including sunscreens in the skin care line would prevent a "hypoallergenic" claim. The RoC products included in the Dermik launch are: Hydra + Integral Optimum Moisturizing Facial Cream, which will be marketed for all skin types with claims to "reduce transepidermal water loss and reinforce the hydrolipidic film" and will carry a suggested retail price of $ 14 per 1.4 ounce bottle; RoC Enriched Treatment Cream for "very dry skin," which will carry a suggested retail price of $ 13 per 1.7 ounce bottle; RoC Gel Cleansing Wash for "oily, problem skin" with a suggested retail price of $ 9.50 per 1 ounce bottle; RoC Shine Control Cream moisturizer for oily skin, with a suggested retail price of $ 9.50 per 1 ounce tube; RoC Intensive Hand Care Cream, which is described as "water resistant" and containing "protective, moisturizing film-forming ingredients," priced at retail at $ 10 per 2.6 ounce tube; and Hydra + Corps Optimum Moisturizing Body Lotion, which claims to "reduce transepidermal water loss and reinforce the cohesion of corneocytes [and] restore skin's hydrolipidic film," carrying a suggested retail price of $ 12.50 per 6.8 ounce bottle. Dermik's prescription and OTC skin care line generated approximately $ 62 mil. in sales in 1992. The company is predicting that 1993 sales will approach $ 75 mil. RoC, founded in 1957 by a pharmacist, sells its product line in 50 countries. The joint venture marks RoC's entry into the U.S. market. Roc sales in 1992 were approximately $ 130 mil.
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