Q] Fixderma completed 15 years this month. What have been some key learnings from this journey?
The learnings have been immense. Fifteen years is a long time, and marketing dynamics have changed significantly. When we started, e-commerce wasn’t a factor and sales happened through retail channels or pharmacies. We began by reaching out to dermatologists, which was the traditional route then.
Q] Fixderma has transitioned from being omnichannel to a D2C-led brand. How has this shaped your brand identity and consumer perception?
Online platforms have been a game-changer. Building a nationwide offline presence requires deep pockets and time, but e-commerce lets you reach customers anywhere instantly. The reach is immense, potentially to India’s entire population. While competition online is intense, it has boosted our sales significantly.
Q] The brand works closely with dermatologists. How do they act as your channel partners?
Dermatologists have been with us since day one of our inception. Over the past 15 years, many of them have grown alongside us, from small clinics to larger practices. They’ve played a crucial role in shaping our product portfolio. In fact, some of our best-known products, like Salyzap for body acne, were developed based on their suggestions.
Back when we launched Salyzap, body acne wasn’t a widely discussed issue, but dermatologists knew it was a real concern and encouraged us to address it. Today, we work with over 6,000 active dermatologists who prescribe Fixderma products, and we’re expanding to reach more of the 20,000+ dermatologists across India.
Q] Have you adapted different strategies for e-commerce and quick commerce?
The market is evolving rapidly, so strategies must be agile. We also onboarded Neeraj Chopra as our skincare partner to keep the brand relevant. Fixderma is a problem-solving, concern-based skincare brand focused on conditions like acne and pigmentation. Our communication stays serious, often using dermatologists as key speakers to maintain credibility.
Q] Indian skincare brands sometimes struggle with global acceptance due to regulations. How has Fixderma addressed this, and what are your expansion plans?
We’re confident in our formulations, packaging, and documentation. From the start, we’ve targeted both Indian dermatologists and international markets. Perceptions still favour ‘Made in USA’ or ‘Made in Europe’ labels, but we’ve made strong inroads, recently entering East European markets like Lithuania. We maintain the same product standards for both domestic and international customers.
Q] What are your plans for the festive season?
We’re focusing on visibility through ATL and BTL activities within our budget, especially around key festivals like Dussehra and Diwali. The strategy will be similar to last year as there’s no magic formula for instant sales spikes.
Q] You mentioned the possibility of adding more exclusive brand outlets this year. How are you working towards the same?
It’s still under consideration. Finding the right locations in cities like Mumbai, Bengaluru, and Hyderabad is challenging, and rentals are high. Our products are relatively low-ticket, so breaking even in physical stores is tricky. For now, we have one experience centre in Gurgaon and will evaluate expansion cautiously.
Q] Are you also looking at partnerships with large-scale events or tournaments?
We’re exploring options but haven’t finalised any major partnerships yet. We are, however, active in events at colleges and schools. Our approach is ‘catch them young.’ These aren’t just promotional activities but educational. We want to engage with students, show them short films on how acne develops, discuss its causes, and explain the science behind our products. It’s a holistic approach, encouraging them to take better care of their skin not just through topical treatments but also by making lifestyle changes, like reducing junk food intake.
Q] What upcoming product launches are in the pipeline for Fixderma?
Based on feedback from dermatologists, we’re about to launch a specialised moisturising lotion for people dealing with extreme skin dryness caused by medical conditions such as diabetes, obesity, high blood pressure, or even cancer treatments. These conditions often lead to very dry, chapped skin, so this lotion will help keep skin hydrated and comfortable. We’re pricing it reasonably so it’s widely accessible.
We also have other niche products. For example, our Crown Guard Shampoo is designed for people who wear headgear like turbans or hijabs, as covered hair requires special care. Another upcoming range targets hair concerns in women experiencing menopause, perimenopause, postpartum hair fall, or PCOS. This line includes tablets, serum, shampoo, and conditioner.
