Beiesdorf’s global dermocosmetics brand, Eucerin is firmly set in all of Latin America and ranks among the market leaders in Argentina, Chile and Peru. In Brazil, the brand’s journey has gone through two distinct periods. Eucerin originally entered the country in 2003, with distribution being carried out by local partners. Just about a year ago, Beiersdorf took over the control of operations and revamped the brand’s management, communication and B2B strategy.
The full takeover seems to have done the brand good, helping it achieve good results in spite of the economic challenges and the increased competitiveness in the dermocosmetics market. “Eucerin has been recording significant growth throughout the country and gathering positive feedback from dermatologists,” says Orietta Balbontin, Eucerin’s marketing manager in Brazil.
She reveals that the relationship with the medical community is one Eucerin’s strategic cornerstones. “Dermatologists are a key driver of product recommendation. They help build trust and credibility in the market,” Balbontin says. Besides taking part in scientific events, Eucerin also plans to expand its product portfolio in Brazil, which is currently distributed exclusively through chain drugstores.
Dermocosmetics have enjoyed double-digit growth in the last 10 years and have become a staple in Brazilian women’s skin care routine. “Brazil is one of the largest global markets for skin care and sun care products,” says Balbontin. “Doctors and consumers alike are very demanding, and the tropical climate requires special attention.” She says all of Eucerin’s products are developed at the Eucerin Skin Institute, in Hamburg. The R&D center conducts in-depth research on the structure and function of the skin, including the Brazilian skin in particular.
In line with global trends, the most popular active ingredients among Brazilian dermatologists include hyaluronic acid, vitamin C, retinoic acid, antioxidants and oil-free facial sunscreens. Balbotin highlights one of Eucerin’s latest product releases, Aquaphor Healing Ointment, which soothes extremely dry skin and enhances the skin’s natural healing system. “It has been a request from Brazilian dermatologists for quite some time,” she says.
In partnership with Drogaria Venancio, Eucerin opened its first DERMAInstitute in the country back in August. Set up in the brand’s flagship store in Ipanema, Rio de Janeiro, the space offers complementary services that range from skin type analysis to product application. Its goal is to support two of the brand’s key strategic initiatives – strengthening partnerships with drugstore chains and building consumer trust.
Currently, Eucerin’s products are divided into eight categories in Brazil – moisturizing, anti-aging, sensitive skin, dry skin, oily skin, hypersensitive skin, hyperpigmention and sun protection. Balbotin confirms Beiesdorf has no plans to manufacture locally and expects to maintain growth rates in 2017 and beyond. “Eucerin is in an expansion phase. We are reaching out for new customers, creating relationships with doctors and points of sale through different promotional activities and the release of products that are extremely relevant for the Brazilian market,” she concludes.