Deserting dry skin: Bayer launches derma hydrating skincare range in Saudi Arabia

21 Mar 2022 --- Bayer has unveiled a newly formulated Bepanthen Derma skincare line in Saudi Arabia, with concentrated natural ingredients and vitamins (niacinamide and dexpanthenol). The range targets sensitive and dry skin conditions to repair the skin from within. 

“Our market research noted that many women in the region are forced to manage pervasive dry skin conditions throughout the year, affecting their overall quality of life,” shares Hesham El Khouly, commercial lead of Bayer Consumer Health. 

Fifty-six percent of women in the Middle East have reported suffering from dry to very dry skin, exacerbating the skin health of the region, notes the company.

“This pointed us to a clear need for an affordable, effective skincare solution among women in Saudi Arabia that can address their concerns. By offering a formulation with a 90% concentration of natural ingredients, we have ensured that we are listening to today’s health-conscious, connected skincare audience,” continues Hesham.

The range includes eight products with face creams (day and night), body lotions and cleansers, free of fragrance, coloring and preservatives. 

Bayer’s formulations include vitamin B3 (niacinamide) to soothe itchy and dry skin. Meanwhile, Provitamin B5 (dexpanthenol) aids skin cell renewal deep in the epidermis (epidermal keratinocyte differentiation).Bayer is a life science company with a more than 150-year history in healthcare and agriculture.

The effectiveness of the formula for repairing cell renewal has been clinically proven, claims Bayer. 

“Saudi Arabia will be the first market in the region to receive these products,” says Mohamed Galal, VP, head of Middle East, Bayer Consumer Health. 

Innova Market Insights finds that moisturizing and hydrating claims in personal care are increasing globally, featuring a 15% year-over-year growth rate between 2020 and 2019. Notably, “dermatologically tested” labels are positioned at 19%. 

Product launch event
The launch event was attended by dermatology experts and opinion leaders such as Dr. Sameer Zimmo, chairman of the department of dermatology and King Abdulaziz University; Professor Thomas Luger from the biomedical science department at Malmo University in Sweden; Professor Enzo Berardesca from the San Gallicano Dermatological Institute in Rome.

Lebanese singer Nancy Ajram, leading brand ambassador and guest of honor, was also welcomed. 

“Our skin is not only what protects us but connects us to the world and the people we love. That is why we sought to develop an innovative formula that is not only effective but gentle and created in close collaboration with dermatologists,” believes Galal. 

Edited by Venya Patel