Consumers targetted in NeoStrata campaign

In a bid to increase consumer-driven sales of its NeoStrata-brand facial moisturizers, Canderm has launched a national ad campaign in consumer magazines targetting women.The ads, created by Canderm ad agency Natcom Publicite Promotion of Montreal, are slated to run in the...

In a bid to increase consumer-driven sales of its NeoStrata-brand facial moisturizers, Canderm has launched a national ad campaign in consumer magazines targetting women.

The ads, created by Canderm ad agency Natcom Publicite Promotion of Montreal, are slated to run in the October, November and December issues of such English-language publications as Chatelaine, Canadian Living and Select Homes & Foods.

In Quebec, the ads will appear in equivalent French-language magazines.

Roxane Chabot, marketing manager with Montreal-based Canderm, says the campaign is part of an effort by the company to broaden NeoStrata’s positioning beyond that of a doctor-recommended brand.

NeoStrata is a daily-use moisturizer line containing alpha hydroxy acid (aha), an ingredient that promotes mild skin exfoliation.

It is sold only at the cosmetics counters of drugstores.

At the time of its launch in September 1991, the brand was marketed exclusively to doctors with an emphasis on dermatologists.

But in January 1993, Canderm began targetting consumers with magazine advertising in Quebec.

A year later, the company ran a similar regional campaign in b.c.

Chabot says the focus of the consumer advertising is to ‘educate women as to the value of alpha hydroxy acids.’

In promoting skin exfoliation, ahas give healthy skin a fresher appearance and also help treat skin that is dry, blemished, discolored or sun-damaged.

Over the past couple of years, most major manufacturers of beauty aids and skincare lines have launched aha-based products.

NeoStrata, which is available with aha concentrations of 4%, 8% and 10%, is priced from $22 to $30.

Chabot says the national ad campaign is targetted at women aged 35-plus from households with combined incomes of $50,000-plus.

Additionally, she says the target group comprises women who are opinion leaders and who look for efficacy and functionality in the products they buy.

Canderm’s annual media budget for NeoStrata is ‘almost $1 million,’ Chabot says.

The launch of the campaign comes just as Canderm is wrapping up a seminar program in which the company has trained about 700 drugstore cosmeticians across the country in the uses of ahas.