Sante Mernaud Pharmaceuticals Pvt Ltd. which markets the speciality
derma- cosmeceuticals of Merck Medication Familiale, France is now gearing up to grab a substantial share of the Indian market with its products for management of psoriasis, eczema, hyper-pigmentation, photo ageing and acne.

The Bangalore-based company, which is now dealing with 12 products, will add another 10 specific for women and paediatrics skin before the end-of-the-year. It will also include management of constitutional dryness.

The products are manufactured by Merck Medication Familiale, France, which is a subsidiary of Merck KGA, Germany. Sante Mernaud Pharmaceuticals was set-up in September 2006 to market the range in India, Bangladesh, Nepal, Myanmar and Sri Lanka.

"Derma-cosmeceuticals is a novel concept and a fad in the western world. It holds immense potential for growth in India. All products are prescription driven and are beginning to be recommended by the dermatologists and cosmetologists in the country, Shiva P Hiremath, CEO, Sante Mernaud Pharmaceuticals told Pharmabiz.

The 12 products under three brands are 'Iklen' a biopeel for hyper-pigmentation and photo-ageing, 'Exfoliac' for acne and 'Saint Gervais' for eczema and psoriasis.

In the last one month, 'Iklen' has emerged as the most popular product and registering high sales growth. It contains vitamin C which helps generate the instant radiance and unified complexion. User tests of four week duration have shown efficacy in complexion improvement. 'Saint Gervais' can help eczema and psoriasis patients manage the conditions. 'Exfoliac' which containing Alfa Hydroxy Acids (AHAs) has undergone 15 clinical studies involving 1,500 patients including Asian and Indian skins.

The range of products are priced between Rs 700 and Rs 3,000 and targets up-market high incomes consumers. According to Hiremath, the patented products have a unique drug delivery device. One is a foam for acne which is easy to apply, allowing faster absorption and uniform spread on the face, chest and back. The other is the 'Exfoliac' Twin AC spray that releases a dual combination of an NC gel which is anti inflammatory with high HA concentration ensures high penetration. To effectively reach its target audience across India, Sante Mernaud has adopted a strategic sales model for derma-cosmeceutical specialists interface to increase its market reach and drive sales.

Apart from selling to prospective doctors directly, the company is also networking with super distributors and C&A agents in all the metros except Kolkata to supply 160 stockists who will in turn approach the retail pharmacy outlets and chains. In Bangalore, the product will be available at the LifeKen pharmacy chain in addition to 300 other chemist outlets. Current, company sales team comprises 50 personnel which is expected to double in the next six months.