Galderma makes acquisition to attract class C

The Galderma, pharmaceutical of Nestlé specializing in skin care products, bought the Brazilian manufacturer of dermacosmetics Moderm, for undisclosed amount. The acquisition is part of a multinational's strategy to attract the class c.
The Moderm was created in 2012 by Brazilian executives with experience in multinational companies in the sector. The company will remain independent brand and business plan of its own. Moisturizers, facial cleansers, soaps and sunscreens of Moderm are priced lower than those of Galderma, whose consumer brands include Cetaphil and Nutraderm.
Moderm's portfolio is in nearly a thousand points of sale in the States of São Paulo, Rio de Janeiro, Goiás, Pará and Paraná. The Galderma plans to expand the distribution for 20 thousand stores in five years. "The Brazil occupies the second position in sales at Galderma, numbers which we hope will increase with the Moderm," he says, in a statement, Jose Roberto Ferraz, President of Galderma in Brazil.
In an interview with Value in September, global President of Galderma, the Brazilian Humberto Antunes, said that the company wanted to achieve the C class and had "very large aspirations" for this consumer market. The Executive said that the company will build a larger factory in Hortolândia (SP) in 2015, with investments of about R $ 200 million. The company already has in the city one of its four factories in the world.
"We realized that there was a barrier to the use of dermacosmetics by consumers of the class c. this resistance existed by virtue of packs bringing name and information in French and English, which made the sales point in offering the products correctly," he says, in a note, Fernando Sodré, founding partner of Moderm, which now becomes part of the team of Galderma.
Among Brazilian women that compete in the market for dermatological products sold in pharmacies are Hypermarcas (with brands like Epidrat and Episol) and Dermage. The largest in the market are multinationals L'oreal (La Roche Posay and Vichy) and Johnson Johnson (RoC) &.
The Galderma us United States was created in 1961 and, in 1981, became a joint venture of Nestle with l ' Oréal. In February this year, the multinational food Switzerland bought the 50% belonging to the French company and got 100% of the business.
Galderma's sales reached € 1.65 billion in 2013, up 4% on the previous year. The company invests 19% of its annual revenue on research and development and has four world centres of innovation. In Brazil, the plans to open a research center in the area of cosmetic procedure within five years.