NEW YORK —Cetaphil, a Galderma Laboratories brand of cleansers and moisturizers, is launching a sub-brand that is specifically formulated for those consumers suffering from eczema and atopic dermatitis.
The new line, called Cetaphil Restoraderm, is comprised of a skin restoring body wash formulated for atopic skin and a skin restoring moisturizer for eczema relief. The products, which have an average price of $14.99 each, will be available at retail by the beginning of August.
In talking with dermatologists and pediatricians, Cetaphil executives saw a need for such products in the mass market. Symptoms of eczema include severe itching and scratching, sleep discomfort and bleeding skin. The most common form of eczema is atopic dermatitis, a disorder of the skin’s immune system that most often appears in infancy, and 85% of children are diagnosed with eczema before 5 years of age. The discomfort of eczema can be particularly distressing for children who experience irritability, the need to be held and pain during bathing.
Recognizing the important role that pharmacists play and that many patients may turn to them for advice on OTC treatments for skin ailments, Cindy Kee, senior group product manager for Cetaphil, told Drug Store News during a recent launch event in New York that the company will be educating pharmacists about the products and is looking to send pharmacists samplers, educational tear-sheets and coupons.
The company also works closely with dermatologists and pediatricians and, in July, will be promoting the products to dermatologists and, in September, to pediatricians.
What makes the products unique, according to the company, is that the skin restoring moisturizer is the only product on the market to contain a combination of filaggrin breakdown products and ceramides that help restore natural moisturizing factors in the skin and help rebuild a healthy skin barrier. The skin restoring body wash contains Mira-care technology that works to replenish moisture, restore ceramide and filaggrin breakdown products, and rebuild lipid bilayer during bathing.
The products, which carry the National Eczema Association Seal of Acceptance, are designed to be used together and will be merchandised next to the brand’s other core products.