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Dubai | December 18, 2006
Sebamed eyes bigger profits in the Middle East
region
By Debasree
S., Contributing Editor
(ArabMedicare.com) The childcare industry in the Middle East
is going all the way up. Despite intense competition, major
international brands are continuing to grow their profits, indicating
the tremendous potential in the market. "Massive growth of
population, a baby boom and diversification of our product lines have
paid rich dividends for us in recent years," said Dr. Bita Hamidi,
UAE Product Manager, Sebamed.
The German brand, which has jumped into the fray, since the last decade,
has witnessed a gradual increase in the customer confidence in their
products. Now with more than 64 baby and adult care medicated and
semi-medicated products, it is one of the leading companies in the
childcare sector in the Middle East.
Speaking to ArabMedicare.com on the sidelines of the Mother Baby and
Child Show 2006 (December 14-16), Dr. Hamidi said: "It is a huge
and growing market for us. We have been in it for more than 10 years and
gained a great deal of consumer confidence. Our products are
semi-medicated and are available on doctor's prescription at pharmacies
as well as on the shelves of super-markets. Our baby-products are
preferred and adult range is well-known."
At the Mother Baby and Child Show 2006, Sebamed gave away more than
2,000 gift bags to appreciative mothers containing different products
ranging from baby bubble bath to facial cream, cleansing wipes, skin oil
and baby special healing cream.
"Undoubtedly, our market share has jumped rapidly since the last
few years. Regular customer feedback has indicated that product usage
has more than doubled, and our innovation of Ph 5.5 has been our most
successful USP," explained Dr. Hamidi. All Sebamed products help
maintain the acid mantle of the baby skin through its Ph balance.
"Our anti-dry range, launched November last, has been among our
most recent success stories. The range has been specially geared to
protect baby and adult skin from typical UAE conditions like harsh
weather and excessive air-conditioning and helps prevent conditions like
eczema, psoriasis and chafing."
Education and awareness have formed a major part of Corporate Social
Responsibility programme in the Middle East. "We have been
organizing lectures and seminars at different private and government-run
clinics about different issues ranging from baby care, hygiene,
nutrition etc.
"Young mothers generally raise their children here, without an
active support system, and they are keen to gain practical tips about
different facets of childcare. We get professionals who lecture on
issues like managing the first few days after returning home from
hospital, how to handle the newborn and what he needs, what to do when
the baby cries incessantly, the benefits of breastfeeding etc."
Right now, Sebamed is working in tandem with different hospitals under
the Ministry of Health to raise awareness about childcare issues and
they have also supported Nursing Day across hospitals in the UAE.
"We have tied up with the Maternity and Child Association in
Sharjah for different awareness campaigns and seminars," Dr. Hamidi
said. The company also has major expansion and diversification plans
that will be announced very soon.
Source: ArabMedicare.com
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Dr. Bita Hamidi, UAE Product Manager,
Sebamed
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