The skin ailments thanks to heat and sweat are on the increase with the advent of summers. For several years, prickly heat powders have flooded the limelight with ads featuring Bollywood stars like Shah Rukh Khan, Kareena Kapoor, and Kangana Ranaut. The ad campaigns for products like dusting powders, creams, and lotion for bacterial infections, ringworms, and other skin ailments were quite basic with low-budget productions.
Over time, this sector witnessed tremendous change and brands are trying to have a contemporary connection with the consumers. To capture this neglected field in the skincare market and to break the mindset of the consumers, brands like Candid dusting powder from Glenmark Pharmaceuticals, Clocip from Cipla health, and Abzorb from Sun Pharma are striving hard to form a change.
Dermatologists and physicians normally recommend the use of medicated powders or dusting powders that are easily available at drug stores and pharmacies. With a market share of 64%, Candid dusting powder stands as the market leader in the medicated powder category. In recent times, Abzorb and Candid dusting powder have been quite invasive in their marketing and have taken up celebrities to endorse their corresponding brands. While the cricketer Rohit Sharma promotes Candid, actor Pankaj Tripathi has been roped up for endorsing Abzorb.
The Vice president and Head of Glenmark Consumer Care, Dhawal Katkar commented that they are excited to be associated with Rohit Sharma and that he brings refined expertise and skill to the game of cricket, similarly, Candid dusting powder has proven to be an expert in the solution for skin problems. Vidhi Shanghvi the business head of Sun Pharma shares her point as “Unlike regular talcum powders which provide only cooling sensation, Abzorb ensures superior sweat absorption and robust protection against fungal infections”. Cipla Health has also stepped into anti-fungal products with the inception of Clocip. Shivam Puri, the CEO of Cipla commented on their entry into that category as an effective solution for fungal infections.
Most of the dusting powders and prickly heat powders are picked up by consumers from chemist shops or other retail stores, as anti-fungal and anti-bacterial skin solutions are easily available at chemist shops. Though most brands in this category can be bought over the counter, people would rather buy such a medicated product only after consulting a doctor or friend. Given the seasonal nature of usage, brands in this category need to have a sturdy marketing strategy to be top of mind and also top the trust factor, even during the non-summer months.
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