Rewind 2023: When dermaceutics revolutionised skincare industry: Shaily Mehrotra

It’s that time of the year when we review the most significant industry developments as the year draws to a close. Adgully is reviewing the year 2023 for the M&E, advertising, digital, marketing, PR, and communications, along with leading names in the industry as part of our annual Rewind series.

Recapping the year 2023, Shaily Mehrotra, CEO and Founder, Fixderma, speaks about the key trends in the skincare industry in 2023, major developments at Fixderma during the year, outlook and plans for 2024, new achievements in dermacosmetics in 2024, and more.

Key trends in the skincare industry in 2023

Highlighting the key trends in the skincare industry, Shaily Mehrotra said, “Fixderma led the market last year with solutions in hyperpigmentation and acanthosis nigricans. In the current year, the brand remains ahead of the trend curve with the launch of Peelplex, a range comprising 17 skin-transforming peeling solutions, emphasising chemical exfoliation.”

“As a brand, Fixderma is not only adaptive, but also interactive, prioritising customer focus. The utilisation of digital-first solutions, such as live chats, podcasts, and AI analysis of market data, reflects the commitment to understanding customer behaviour and needs. This approach facilitates personalised marketing efforts and sharp targeting strategies.” she added.

Fixderma’s performance in 2023

Talking about Fixderma’s journey in 2023, Mehrotra said that Fixderma has continued its journey of revolutionising skincare backed by science, introducing innovative products and solidifying its position as an industry leader. “The unwavering commitment to providing clinically researched head-to-toe skincare solutions for diverse ages and skin types is evident in the successful launch of groundbreaking products,” she added.

She further highlighted, “The additions to Fixderma’s sunscreen range include the first-of-its-kind kids roll-on and SPF 50 sunscreen sticks designed for outdoor sports in four exciting colours. The year concludes with the introduction of unique haircare solutions under the Kairfoll range, addressing covered hair, postpartum and menopausal hair issues, and damaged hair due to chemical treatments. These breakthroughs showcase Fixderma’s expertise in dermaceutic skin care formulations, ensuring a successful customer experience.”

Outlook and expectations for 2024

Looking forward to 2024, Mehrotra said that Fixderma is poised to set new milestones in dermaceutic skin care with its state-of-the-art manufacturing facility and an innovative product line-up. The brand aims to enhance the customer experience further by incorporating AI for more personalised and tailored solutions.

The focus for the upcoming year includes expertise in sun protection, chemical exfoliation, hair care, and hyperpigmentation, anticipating 2024 to be a year of new achievements in dermacosmetics.