Sun Pharma focuses on dermatology as additional engine of growth for Global Consumer Healthcare (GCH) business
Announces roll-out of sunscreen brand Suncros in GCH business
Suncros is India’s #1 dermatologist recommended
sunscreen brand*
Sun
Pharma will co-promote Suncros brand across
prescription
& consumer channels to drive growth
Sun Pharma signs Dia Mirza as Suncros brand
ambassador
New Suncros TVC with Dia Mirza to be launched in
mid-June
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MUMBAI - JUNE
08, 2016: As part of its plans to
grow the Global Consumer Healthcare business, Sun Pharma will focus on Dermatology as the fourth engine of
growth for its OTC business. As part of this growth strategy, the company today
announced roll-out of its first dermatology product through the Global Consumer
Healthcare business. Branded as Suncros, this is a sunscreen product, offering
maximum protection from harmful UV rays till the inner layers of the skin. Currently
marketed as a branded prescription product with proven product efficacy has
made it the No 1 sunscreen brand to be recommended by dermatologists in the
country, Sun Pharma now launched select variants to market directly to
consumers. The Suncros range has a highly differentiated product mix
that provides an offering for all skin types along with superior benefits of
matte finish which ensures non greasy texture, water resistant formulation and
6- 8 hour substantively.
Currently, Sun
Pharma’s Global Consumer Healthcare business in India markets dietary
supplements, analgesics and antacids. The business division’s entry into
dermatology category offers Sun Pharma’s OTC business a larger play into fast
moving consumer goods category. Sun
Pharma entered the Consumer Healthcare / OTC Business as a result of Ranbaxy’s
merger into Sun Pharma. It is a high margin, high growth business which the
company want to use as a base to create a global consumer entity. The company
is evaluating various options to grow the business including foray in new
products categories and potential inorganic opportunities.
As part of its
business plans to drive Suncros growth in India, the company will co-promote the
brand across both prescription & consumer channel. This first-time unique
co-promotion strategy will ensure that the brand reaches out to a larger
section of new consumers while ensuring its legacy customers are equally
serviced.
Commenting on dermatology as its new engine of growth
Mr Subodh Marwah, Business Head – Global Consumer Healthcare, Sun Pharma said, “Our foray into
the dermatology category is an indicator of the focus and importance Sun Pharma
assigns to grow the consumer healthcare business. Suncros offers a unique
opportunity to foray into the fast growing sunscreen category and once again
repeat our success story in the topical analgesics category. With Suncros being
marketed directly to consumers, we are now expanding consumer’s access to the
country’s No 1 dermatologist recommended sunscreen brand.”
Elaborating on the significance of the co-promotion
strategy to drive Suncros growth in India, Mr Abhay Gandhi, CEO – India
Business, Sun Pharma adds, “Sun Pharma has
the largest distribution bandwidth in the prescription business. This will be
extensively leveraged to co-promote Suncros brand amongst dermatologists. We
believe that our unique first-time co-promoting strategy to market Suncros
across both prescription and consumer channels will ensure that the brand
continues to receive traction amongst its legacy customers as well as ensure
addition of new consumers through the OTC business to drive desired growth for
the brand.”
The company has also
signed former Miss India and Bollywood Actress Ms Dia Mirza as Suncros’ brand
ambassador. Dia’s engagement will be supported through an integrated marketing
campaign that will aim to reach over a million consumers within the first month
of roll-out. The company has also planned an innovative television campaign for
Suncros featuring Dia Mirza.
Commenting
on her association with Suncros brand, Dia Mirza said, “My profession demands that I look flawless at
all times, be it in my role of an actress, model, producer or TV show host. I
am constantly on the move and for me there is only one rule to keep my skin
healthy, I never step outside without a sunscreen irrespective of the
weather conditions. Suncros is the perfect shield to my skin from harmful
effects of UV rays throughout the year.”
Sun Pharma is rolling out three variants of the Suncros
brand through the Global Consumer Healthcare business.
§ Suncros Soft with SPF 50+ PA+++ in matte finish for
all skin types and ages
§ Suncros Aquagel with SPF 26 for acne prone skin
§ Suncros Aqualotion with SPF 50 for sensitive skin
All three Suncros
products will be available in new attractive packaging across India. Suncros
Aquagel will be available in a 100g pack with the MRP of Rs 345, Aqualotion in
a 60ml pack with the MRP of Rs 395 and Suncros Soft in a pack of 50 g with the
MRP of Rs 545.
* IMS Health
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