SUPERBRANDS ANNUAL 2013 Superbrands.uk.com

The Sudocrem brand encompasses skin care products. Sudocrem Antiseptic Healing Cream has an illustrious heritage and has proved itself as a product that can be trusted to soothe, heal and protect babies’ skin from nappy rash. Instantly identifi able, thanks to its familiar grey tub, this multiple-award-winner is recognised as the nation’s favourite nappy rash cream and has been market leader in its sector for decades.

Market Products Sudocrem Skin Care Cream uses similar The UK baby nappy rash market is worth Sudocrem Antiseptic Healing Cream is for the ingredients to the classic Sudocrem Antiseptic £28 million (Source: Information treatment of nappy rash, however, the Healing Cream, but in slightly different Resources Incorporated (IRI) cream’s combination of ingredients proportions. It is aimed at helping to maintain December 2012) and is on the Did You Know? makes it a versatile product for use healthy skin as part of a daily skin care routine. increase; between 2011 and by the whole family. As well as 2012 market growth was More than 9 million treating a baby’s nappy rash, The Sudocrem Kids and Babies Mousse range 9.2 per cent (Source: IRI tubs of Sudocrem it can help teenagers treat consists of a moisturising mousse which 2012). Sudocrem Antiseptic Antiseptic Healing Cream their , and older people intensively hydrates young skin from the Healing Cream has were sold in the UK treat skin problems such as moment of use, and a Sunscreen Mousse with between December 2011 dominated this category for incontinence dermatitis. It is SPF 50 that provides year-round protection and December 2012 the past 30 years and holds also recommended as a fi rst aid for young delicate skin. Both mousses use (Source: Company 65 per cent of total category box treatment for minor burns, Proderm Technology®, a proven leap forward in Data). volume sales (Source: IRI 2012). , cuts and grazes thanks simple and effective skin care. Sudocrem Antiseptic Healing to its antiseptic and mild anaesthetic Cream has been the driving force of properties. Sudocrem Antiseptic Healing Achievements growth in the nappy rash category, consistently Cream is available over the counter in a range Sudocrem Antiseptic Healing Cream has been out-performing the competition as the brand of classic tub sizes to suit every need, and is the market-leading nappy rash cream in the UK goes from strength to strength. also available via prescription. for more than 30 years and has achieved total

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penetration across the UK’s pharmacies. It has marketing material both above- and below-the- carved out a niche as a fi rst aid cream that line. Sudocrem continues to invest in television can be used at all life stages, from birth into advertising aimed at mothers with young old age. As well as being a mother’s staple, it children (from birth up to fi ve years of age) to has earned recognition and a following among communicate the growing range of products. healthcare professionals. In addition, press executions will continue to feature in the leading parenting magazines. Thanks to its consistent, reliable positioning and proven product Mums are using online media performance, the Sudocrem Did You Know? now more than ever and in a brand has earned a plethora variety of ways. Sudocrem of top-class awards over the Although it’s best has adapted its promotional known for helping to ease years – and continues to do activity by implementing babies’ nappy rash, so, year in, year out. a wide range of digital Sudocrem Antiseptic Healing activity to suit mums’ Cream can also be used for Recent developments needs. With eight out treating sunburn, minor

The Sudocrem brand has burns, cuts, grazes, of 10 mums claiming to Bruce the Sudocrem Moose seen a raft of developments eczema, chilblains regularly use social media over the past 12 months and acne. (Source: Babycenter insights In addition, a dedicated sales team visits that will change the face of the 2012), social media has become nursing homes nationwide to promote the brand over the coming years. The a way for mums to communicate benefi ts of Sudocrem Antiseptic Healing Cream Sudocrem portfolio of products has doubled and engage with the brands they love, in caring for elderly skin. in the space of 12 months with the addition which is why Sudocrem has led the way on of the Sudocrem mousse products, both of social media in the nappy rash market. The Brand Values which use patented Proderm Technology®. The Sudocrem Facebook page allows consumers Sudocrem helps to Soothe, Heal and Protect familiar grey pot has been given a makeover to engage with the brand in ways that are not the whole family.* with the addition of a new label to modernise possible through traditional media. Frequent the product and help establish the traditional competitions incentivise consumers to engage Sudocrem creates products that everyone can family favourite as part of a wider range of skin with the brand, and applications such as the believe in, are straightforward and excellent care products from the Sudocrem brand. Sudocrem virtual baby shower app provide value for money. them with useful resources, making the most Promotion of their time online. *Sudocrem Antiseptic Healing Cream Sudocrem has strategically increased its online presence over the past 12 months, changing Alongside the consumer strategy, Sudocrem X www.sudocrem.co.uk the way the brand communicates with its actively engages with primary healthcare consumers. With the brand developing into professionals and pharmacists. Annually, Forest a range of products, a strategic change in Laboratories attends more than 50 nursing and Brand History advertising and brand positioning was required, specialist exhibitions, reaching thousands of leading to a completely new website and new health visitors, midwives and district nurses. X 1931: Thomas Smith develops Smith’s Cream in his pharmacy. The cream is distributed across .

X 1950s: Smith’s cream is renamed Sudocrem Antiseptic Healing Cream.

X 1960s: Sampling to parents and healthcare professionals, to broaden the cream’s appeal, begins.

X 1977: Sudocrem Antiseptic Healing Cream is launched across the UK.

X 1985: A new manufacturing facility opens in Dublin.

X 2007: Sudocrem Antiseptic Healing Cream celebrates its 30th UK birthday and continues its reign as the number one selling nappy rash cream.

X 2009: Sudocrem Skin Care Cream for adults, launches in a distinctive white tube.

X 2011: A milestone year for Sudocrem as the brand celebrates its 80th birthday.

X 2012: The brand expands its product portfolio by launching two Sudocrem kids’ and babies’ mousses – Sudocrem Moisturising Mousse and Sudocrem Sunscreen Mousse. Sudocrem Antiseptic Healing Cream is a licensed medicine. Always read the label. For the treatment of nappy rash. Sudocrem Antiseptic Healing Cream is a licensed medicine. Always read the label. For

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