Pierre Fabre introduces French A-Derma line to U.S

Drug Store News, Sept 8, 1997 by Peter Malbin

For the last 20 years, the leading French dermo-cosmetic company, Pierre Fabre, has been successfully selling a 20-SKU line of skin care products, A-Derma, based on oat milk advanced therapy. According to the company, A-Derma has become the leading therapeutic skin care line in France, and is sold in more than 20 countries.

Now, Pierre Fabre, which bought Physicians Formula Cosmetics in 1990, is launching a four-SKU A-Derma line in the United States.

The dermatological treatments are for dry, irritated and itchy skin, allergic reactions, eczema/psoriasis, contact dermatitis and sunburn.

Researchers in southwest France discovered that certain species of oats have superior anti-inflammatory and anti-irritant properties. Rhealba oat, the key ingredient of the A-Derma product line, was selected from among more than 80 species of oat for its soothing properties.

There are two levels of treatment. Two SKUs, foaming Cleanser Gel and Gentle Treatment Cream, are formulated to help treat "level one" dry, irritated, upset skin. People with more extreme skin conditions ("level two") can use Septalibour Ultra Gentle Purifying Cleanser and Exomega Ultra Rich Treatment Cream.

The products range between $7.95 and $9.95.

"Drug stores are looking for upscale, therapeutic skin care brands to help differentiate themselves from the monster of mass merchandising [Wal-Mart]," said Ingrid Jackel, director of marketing for A-Derma.

"A key to the differentiation for them is to be able to provide different products at a higher price point that also require recommendations from their pharmacist," she said.

The A-Derma line is sold exclusively in pharmacies in Europe. Even though they are not presciption products, one million prescriptions are "written" for them, Jackel said.

A-Derma products started to ship to CVS and cosmetics stores nationwide in August. "We have received a strong commitment from Walgreens and American Stores, Jackel said.

Drug stores that purchase A-Derma can present the four SKUs on a promotional counter display in September (a "launch prepack"), Jackel said. In October, Pierre Fabre is shipping a trial-size prepack nationally.

Drug chains are increasingly involving their pharmacists in recommending skin care products, Jackel commented.

Pierre Fabre's medical sales force has begun distributing samples to dermatologists in selected cities. "We are seeing 3,000 dermatologists, and we have a full-time telemarketing staff completely dedicated to the medical community," she said.

National consumer advertising hits in November in health and lifestyle, publications. A 52-week radio advertising campaign will soon begin airing on a network medical show.