Armed with the knowledge that Canadians trust the opinions of their doctors, Canderm has embarked on a public relations program to let Canadian doctors and skin care specialists know that the company cares about the state of the nation’s skin.

The St. Laurent, Que.-based marketer of Bain de Soleil sun products and NeoStrata anti-aging treatments this month mailed a letter to about 600 doctors across Canada informing them that the company has, in the past year, contributed $235,000 worth of Bain de Soleil product to various groups across Canada ­ including the Canadian Cancer Society and the Manitoba Flood Relief workers.

‘We’re keeping them in the loop,’ says Gary Ikeman, Canderm’s vice-president of marketing and sales.

By doing so, the company is hoping skin care professionals, including dermatologists and allergists, will think of Canderm when suggesting skin care products or writing prescriptions (Canderm also produces prescriptive pharmaceuticals for the treatment of conditions such as cirrhosis).

Ikeman says the company, which bought the Bain de Soleil line in January of 1996, has also distributed 20,000 bottles of Bain de Soleil to elementary schools and day-care centres across the country.

Although not done under the auspices of the Canadian Dermatology Association, the mass handout was executed at the same time as the Association’s school program, which tells children about the importance of using sun care products.

Ikeman says Canderm products lend themselves well to this style of social marketing and the company’s school program will ultimately inspire product loyalty in both children and parents.

Through its anti-aging NeoStrata line, Ikeman says Canderm also supports ‘Look Good Feel Better’ a program to help women with cancer improve their appearance, run by the Canadian Cosmetic, Toiletry and Fragrance Association (cctfa).