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From anti-dandruff expert to no. 1 scalp health brand in Europe – How STADA is going to grow the brand further
This year, Nizoral will become the largest brand in STADA's CHC portfolio and will be sold in more than 30 markets internationally.
Since acquiring the Nizoral brand from Johnson & Johnson’s Janssen Pharmaceutica at the end of 2018, STADA has grown the brand significantly. This is reflected in strong, award-winning campaigns, close teamwork and sharing of best practice across markets and, most importantly, new product launches.
In late 2022, STADA launched Nizoral Daily Shampoo, based on feedback from consumers and pharmacists that they did not know what to use or recommend in-between treatments with the Nizoral 2% shampoo, so were therefore switching out of the brand to use another product.
The team combining market insights with development expertise to expand Nizoral from an anti-dandruff focus into a scalp health brand.
With the success of the Nizoral Daily Shampoo launch, the brand team has been working even more to understand the needs of consumers and pharmacists in the category. Caring for scalp health overall is a growing trend with the global market expected to grow at a Compound Annual Growth Rate of 7% over the period 2022 to 2030, compared to 4.6% for the overall skincare segment over the same period. (Source: Grand View Research)
Therefore, this year STADA is launching two more new products based on consumer needs and HCP insights, formulated by the global development team.
"It is fantastic to see the growth of Nizoral, by activating and awakening a true sleeping beauty brand. Nizoral has so much more potential, through strengthening the core of the brand in a project we are working on in parallel, but also making the brand more accessible. This is what these two new product launches will deliver. The launches are a testament to the ONE STADA value, as they are very cross-functional across many different departments in multiple markets, all working together to deliver business growth!’’
Phoebe Buckley, OTC Brand Internationalisation
Nizoral's range extension 2024
1. Nizoral Care Daily Conditioner
- Launched in Q1 2024
- Research insight: One key consumer complaint for the Nizoral 2% shampoo is that it can leave the hair feeling dry due to the treatment aspect of the product.
- Designed for sufferers of irritated scalps, the conditioner allows the consumer to relieve their dandruff with a trusted product that also hydrates their hair, leaving it soft and silky.
2. Nizoral Care Dry & Sensitive Shampoo
- Launching in Q4 2024 in most markets, but first wave in Q2 2024 in the UK, Ireland and Germany
- Research insight: Scalp conditions typically range from oily to dry, whereas Nizoral 2% and daily shampoo are designed for oily dandruff.
- Designed for sufferers of dry scalp, those prone to scalp eczema which can cause flaking, itchiness, inflammation and affects the sufferers' quality of life and confidence tremendously.
These products will be key to making the brand more accessible, increasing shelf presence and aligning to the Nizoral vision of becoming the scalp health expert.
Created with a science-first approach vs. our competitors, we aim to lead with this and focus on the scalp microbiome across all our range.