Candid, Abzorb, Clocip make an aggressive bid for larger share of the skincare market

Come summers and there arise a plethora of skin ailments due to the heat and sweat. For years, prickly heat powders have been hogging the limelight, coming out with ads featuring Bollywood stars such as Kareena Kapoor and Shah Rukh Khan, among others. On the other end of the spectrum are the creams, powders and lotions for fungal and bacterial infections, ringworm infections, and other unsightly skin ailments. The ad campaigns for these products are often very basic, low budget productions that are stuck in a communication rut.

However, brands in this particular skincare segment are now trying to create a more contemporary connect with today’s consumers. Brands like Abzorb from Sun Pharma, Candid Dusting Powder from Glenmark Pharmaceuticals, and Clocip from Cipla Health are among those that are trying to break through consumer mindsets and capture this often neglected market.

The communication strategy is still skewed towards the medicinal aspect of these brands with components such as Clotrimazole and anti-fungal and anti-bacterial properties being promoted heavily.

Dusting powder or medicated powders, which are normally prescribed by a dermatologist or a general physician, are easily accessible over the counter from chemist stores. Candid Dusting Powder is the market leader in its category, with a market share of 64% in the medicated powder category. Both Candid Dusting Powder and Abzorb have been quite aggressive in their marketing in recent times, and have taken the celebrity route to promote their respective brands. While Candid has roped in cricketer Rohit Sharma to endorse the brand, Abzorb has signed up actor Pankaj Tripathi to promote the brand.

Dhawal Katkar, Vice President and Head, Glenmark Consumer Care, commented, “We are excited to be associated with Rohit Sharma. He brings a refined expertise and skill to the game of cricket, in much the same way that Candid Powder has proven to be an expert in the solution of four skin problems. Just like Rohit Sharma has all-round expertise in all formats of the game, Candid Powder, too, is a proven solution for identified skin related problems.”

Sharing his point of view, Vidhi Shanghvi, Business Head, Sun Pharma Consumer Healthcare, said, “Summers can mean a period of itching and fungal infections, and it is extremely hard to shake off once you get it. The new campaign with Pankaj Tripathi aims to sensitise consumers about the advantages of keeping sweat and its associated problems at bay by using Abzorb dusting powder daily. Unlike regular talcum powders which provide only a cooling sensation, Abzorb’s unique combination of talc and starch ensures superior sweat absorption and strong protection against fungal infections due to Clotrimazole.”

Cipla Health has also forayed into the anti-fungal product segment with the introduction of Clocip. This skin infection solution is available in two forms – Clocip Clotrimazole Absorbent Dusting Powder and Clocip Clotrimazole Cream. Commenting on their entry in this category, Shivam Puri, CEO, Cipla Health, said, “People most often neglect skin irritation caused due to excessive sweat and hectic work schedule, which leads to fungal infection that can become serious if untreated for long. Clocip provides an effective topical solution for fungal infections and help our consumers chase their life goals/ priorities without stressing out about the nagging infection.”

However, no mass media advertising of Clocip from Cipla is currently visible in the market.

While prickly heat powders are more readily picked up by consumers from chemist shops or other retail stores, anti-fungal and anti-bacterial skin solutions are usually available only in chemist shops. Though most brands in this category can be bought over the counter, people still prefer to buy such a medicated product only after consulting a doctor or friends or family. Given the seasonal nature of usage, brands in this category need to have a stronger marketing strategy to be top of mind and also top the trust factor, even in the non-summer period.