Mederma : Leave Your Scars Behind

Brand : Mederma
Company : Win Medicare Ltd ( Licensed from Merz Pharma)

Brand Analysis Count : # 504

Mederma is a globally renowned brand for scar treatment. The brand from Germany based Merz Pharma  is marketed in India by Win Medicare Ltd under licensing agreement. The brand was launched in India in 2005. 

Indian skincare market is pegged between Rs 4000-5000 crore characterized by heavy competition and micro-segmentation. All the major global brands have entered this highly lucrative market. Another less visible but huge market is the specialty skincare market otherwise known as Dermatology market. According to Express Pharma, Indian dermatology market is worth around $ 513 million (roughly Rs 2500 crore) . This dermatology market consists of prescription products and OTC products and most of this products are niche products.

Mederma is such a specialty product with expertise in treating scars. An interesting fact about this product is that it is derived from an extract of Onion. The brand currently upped its share of voice in the Indian market with a series of campaign highlighting the product efficacy. 

Watch the ad here : Mederma Kid

                             : Mederma Adult

The ad is simple and convey the message in a very effective manner. Most of the Indian consumers worried about scars but not aware about a possibility of scar management using creams. The brand's aim is to build awareness about such an option . 

Mederma does not claim to remove those scar marks permanently but helps make scar less noticeable.  Mederma has the tagline " Leave Your Scar Behind ". The tagline is the same globally for this brand. The main positioning of the brand is based on  regaining confidence and self-esteem of people faced with this issue. Scars, acne, pimples etc can cause a loss of confidence and social withdrawal in many people. This issue is growing since our locus of control has shifted outside and people are getting more and more worried about their image and social acceptance. Marketers are adding to it through campaigns highlighting the need for looking good, fair and beautiful. Mederma's pitch looks appropriate in the Indian context.