According to a new study from Kline & Company, Little Falls, NJ, there’s growing concern among skin care marketers about competition from new dermatologist brands. The study, The U.S. Professional Skin Care Market 2003, observed that marketers such as P&G and Avon are reacting to the invasion of dermatologist brands with new introductions.
“With their recent introductions Olay Regenerist and Avon Clinical, these companies are trying to recapture or protect market share from not only professional and dermatologist brands but also medical treatments like Botox,” pointed out Lenka Contreras, group director of the consumer products practice of Kline’s research division.
Ms. Contreras said that numerous Kline & Company surveys indicate that dermatologist brands represent “a growing concern among established marketers.” She added, “As these new dermatologist brands become more publicized and more widely distributed, traditional skin care marketers are countering with new products with a high-end, therapeutic positioning.” Regenerist and Clinical would be included in this category.
Estée Lauder has gone a step further by forming a partnership with dermtologists Kathy Fields and Katie Rodan and executives from Multi-Med and Proactiv, she added. Clearasil will get a boost through the backing of dermatologist Laurie Polis, and Neutrogena is featuring a “dermatologist recommended” tagline in its ads.