Omega Pharma invests £1m to launch Dermalex

Omega Pharma has announced that it will spend £1m to launch Dermalex, a skincare range to provide effective and bespoke treatment options for people with rosacea, psoriasis and eczema.

Created by VCCP Health, the campaign includes print advertising, trade and consumer PR support, blogger outreach, bespoke training and POS materials for pharmacy, along with targeted consumer promotional activities.

Annelies Smits, brand manager for Dermalex, said: “It is with great excitement that we launch Dermalex, a gentle and soothing treatment option for the 10.5 million people in the UK who suffer from chronic skin conditions. These skin conditions can have a huge impact both physically and emotionally and many people struggle to manage symptoms and control flare ups using products currently available. We’ve created an innovative marketing campaign that seeks to showcase the range and help people see that there is now a treatment available freely in pharmacy that helps to control symptoms and prevent flare ups.”

Media was handled by ZenithOptimedia, while GolinHarris handled the PR.