Perrigo, a leading provider of medicines and healthcare products, has launched a new ultra-hydrating moisturiser for dry skin, Dermalex Repair and Restore, supported with over £1.5m media investment.
The brand already offers psoriasis, rosacea, eczema and hand irritation treatments, and will now be adding Repair and Restore, a daily moisturiser to treat dry skin symptoms. The product is also suitable as a daily emollient for atopic eczema sufferers in between flare ups.
The new moisturiser has a dual mode of action, as it locks in moisture as the cream is applied and has a patented barrier shield recovery complex to help rehydrate the skin cells and strengthen the skin barrier. Dermalex Repair & Restore is clinically proven to hydrate dry skin so well, that it even helps to prevent the relapse of eczema.
Our Repair and Restore formula is already available in the Nordics and is the bestselling dry skin product in Sweden*. It will launch in UK high street and independent pharmacies from August.
Perrigo’s biggest media investment for Dermalex to date, the campaign will begin in July with a focus on product awareness while the TV campaign, created by advertising agency Hometown, will run from September through to mid-November. The brand will also partner with key skincare influencers, bloggers and vloggers.
Campaign activity will also include a sampling and education roadshow from Friday 17th August, which will feature skin consultations, product sampling and a presence from key influencers. In addition, Dermalex will launch a new brand website.
Farah Ali, General Manager at Perrigo’s centre of excellence, Warman-Freed pharmacy “With over 31 million people in the UK suffering from very dry skin, this product is really targeted at the 60% of sufferers not completely satisfied with their emollient or daily moisturiser.”
Laure de Brauer, head of marketing for get well brands at Perrigo said; “Dermalex Repair and Restore is supported by over 20 years of research and 20 scientific publications, and we are really excited to bring this product to the UK market. It really bridges the gap between the treatment of dry skin and eczema, even helping to prevent eczema flare ups. This is our biggest marketing spend yet on Dermalex and, we are really passionate about providing the right product for the right consumer.”
For more information on Dermalex products, visit the Dermalex website at www.dermalex.co.uk
*Based on IMS sales data (MAT 16/06/18)