Dr Lewinn’s aims to raise profile in UK
Focuses on nail care and ‘hero’ skin care products
Sweden’s Meda Pharmaceuticals – which is responsible for Australian brand Dr Lewinn’s in the UK – is hoping to replicate the brand’s antipodean success in Britain. Although Dr Lewinn’s has been available in the region for five years now, it has yet to achieve the same notoriety as in Australia, where it ranks among the top five skin care brands sold in pharmacies.
But according to Meda Pharmaceuticals UK’s new head of cosmetics, Clair Rose, who joined the company in September 2011, this may be about to change, partly as a result of a recent promotional drive surrounding Dr Lewinn’s Renunail products.
“In the UK, the anti-ageing skin care market is saturated, but we feel Dr Lewinn’s can own another category of the market, which is nail care,” Rose told SPC.
“We could be a much bigger fish in nails. So for the past six months, we’ve been taking out one-page adverts in the glossies for Renunail. And what we’ve noticed is that consumers who’ve seen the adverts, and tried and loved the nail products are now saying ‘what else does Dr Lewinn’s do?’”
The brand is also hoping to generate interest in its Cosmetic Lift anti-ageing treatment, which is being re-promoted as its ‘hero’ product. Despite the aforementioned saturation in skin care, Rose noted that women could view the ‘incremental’ system – which combines an activator and powder, and which should be used three times over a ten-day period, and, following this, once every four weeks – as an add-on to their existing product regimen.
Rose added that Dr Lewinn’s was also launching several kits in the UK, including a Reverse The Hands Of Time kit for Mother’s Day (18 March, 2012), as a way of introducing more British women to the brand via gifting.
“I’m so passionate about making this work,” said Rose. “I really do believe that we have an undiscovered hero here.”
