Flexitol brings innovation and efficacy to therapeutic skin care
Like many entrepreneurs, Steven and Shelley Sher started their line of skin care products in an effort to find better solutions for a loved one suffering. In their case, it was their toddler dealing with chronic eczema and there was a lack of an efficacious over-the-counter product to treat and soothe his symptoms.
“It started with moisturizing products and some eczema-focused products,” said Steven, managing director of LaCorium Health International. “Now we have over 100 products across 15 skin and hair care categories in our portfolio — from head to toe.”
The Dermal Therapy brand is sold in Australia and Asia, and sister brand, Flexitol, is sold in the Middle East and North America. The same formulas are available under both brand names at prices accessible to everyone, Sher says.
Sher said they are one of the fastest growing brands in the Australian market and a leader in a number of categories. “We have a very loyal, trusting following amongst consumers, medical practitioners, and retail pharmacy staff.” With a pipeline of new products coming to market, he says they develop each item with the goal of delivering targeted care for troubled skin.
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The deciding factor as to whether they enter a category is if they can add value and offer something different according to Sher.
“Unique, superior, that’s beneficial to the life of the consumer, the portfolio of products that a medical practitioner could recommend and that differentiates from a retailer’s perspective on the shelf. If we can’t, we won’t play in the space.” Sher continues, “It’s an obsession with innovation and efficacy that really is the differentiator for us. And when we look at any category, we look beyond just what’s available over-the-counter.”
He says they look at products patients could use as alternatives while waiting for dermatology appointments or as post treatment support as well as products that help with potential skin care drawbacks of medications.
“We do a lot of clinical work not because we have to, but because we know what our products can deliver and if we can demonstrate that through studies then we get the medical endorsement.” They also rely on medical sampling to raise awareness. “We have a number of products, for example, that help cancer patients with skin care related side effects of their treatments. The best advertisement we have is our products themselves.”
Flexitol Heel Balm can be found at major retailers such as Walmart, Walgreens, Rite Aid, and CVS. A big part of what we’re doing in the U.S. market is educating those with diabetes that they need to be proactive and look after their feet. People with diabetes often have conditions that cause really dry skin on their feet.
Clinical studies show our products visibly restore and help maintain smooth, healthy-looking skin with regular use.”
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Although a broader portfolio of Flexitol products is available on Amazon, Sher says the goal over the next 12 to 24 months is to expand the products and categories in U.S. retailers, starting with those that have been most successful in Australia and other markets.
Michele Muhammad, CEO and founder of Vanderpool Strategy and U.S. general manager for Flexitol, commented, “In the last five years, products in the Dermal Therapy line have won 65 ‘best of’ accolades, so we’re only bringing winners to the U.S. We test every product with U.S. consumers to ensure that they resonate here as well.”
“The Flexitol Original lip balm, the number #1 lip Balm in Australia, is a great example. It’s a three-in-one product that exfoliates, moisturizes and soothes. Our key ingredient is urea, which exfoliates the skin. If you have dry, chapped lips, you need to get the dead skin off before you can actually penetrate to moisturize.”
Muhammad is also looking forward to bringing the company’s scalp care products to the U.S. market. “The Scalp Relief shampoo is an anti itch 2-in-1 shampoo with conditioner. Our formula gently exfoliates product build-up on the scalp and kills yeast that can cause itch, while being mindful of sensitive scalps. Our products lean towards the sensitive skin side because of the heritage around eczema. It can be used on diverse hair types — an important distinction for the U.S. market.”
Digital tactics and utilization of social platforms are important in getting the word out, sharing how-to videos, and inspiring excitement about Flexitol products, Muhammad said. In addition to having a presence on Meta, TikTok, and other popular social platforms, the company has built its own community to provide consumers the ability to try products and offer feedback.
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“They get to learn about the brand and we gather insights on their likes and dislikes. We have a chance to develop relationships with consumers and we’re excited to introduce them to value-added products that can add to their skin care regimen.”
“The greatest joy that my wife and I get is the feedback from hundreds of thousands consumers every year about how we’ve helped them,” Sher commented. “That’s what really motivates us every day because we’ve seen the struggle that we had with our son, so that’s what keeps us going and wanting to bring more innovation and help more people.”
Megan Moyer is a 20-year retail industry veteran and HRG’s corporate marketing manager. HRG is in the details of retail, working with product manufacturers, distributors, retailers, technology partners, and other industry organizations to provide data & analysis, shopper experience, brand development, fixture coordination, and retail communications solutions. HRG reviews new health, beauty, and wellness (HBW) items every month and assesses their potential for longevity in the monthly Products to Watch feature in Drug Store News as well as the annual Future 50 list.
