Obagi relaunches in Australia

Obagi invited media for lunch at Pix Studios, Alexandria, to relaunch their products into the Australian market last week.

In a large and clinical studio space, refreshments were served as guests mingled and discovered the range of Obagi products on display.  iNova Pharmaceuticals (distributors of Obagi) brand manager Amy Luitingh first welcomed guests, then over gourmet alternate mains and an abundance of beverages guests lunched and trialled the products placed in the centre of each table.

Laurence Dryer, Obagi chief scientist, took the floor after lunch. With a PhD in Neuroscience and extensive experience in cosmetic formulation – Laurence understands the complex structure of the dermis and epidermis.

Obagi is a physicians-only line that is prescribed after thorough consultation with a doctor or dermatologist. “The reason we have always dominated the US market is because our products are a different kind of ‘clinically proven’ – we are more stringent with our testing and uphold stricter standards,” said Laurence.

“We openly reveal our studies and they are published in peer review journals.”

As one of the largest players in the US professional skincare market, Obagi boasts of their loyal following – “we have very loyal stockists, most of our physicians have been with us for more than 3 years and in turn, their patients are also loyal to our products.”

Obagi differentiates itself from other clinical skincare brands with a thorough and structured consultation process that, according to Laurence, is based on 3 Cs – condition, concern and commitment.

“We’re not about ‘foofoo dust’ or the latest trending ingredient buzzword in the market, we are about transforming the skin and committing to it long-term.”

On top of the existing hero ranges including NuDerm, C-Rx and CLENZIderm M.D., Laurence also revealed upcoming releases from the brand that caters to their new target market – 20 to 30 year olds. The new range includes a post-procedural line, calming range and additional products to the Professional C line.

“Obagi is venturing into a new territory. From our loyal 45+ patients to their younger daughters.”

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