Curanail - Defeating the Criminails

Genna Trentham

This paper discusses the 2005-06 campaign to launch Curanail, an OTC product by Galderma to treat fungal nail infection.
Agency: Austin West MediaAuthors: Genna Trentham

Curanail – Defeating the Criminails

1 INTRODUCTION

Warning: This Submission should not be Read While Eating.

Galderma is a small and highly ambitious pharmaceutical company specialising in dermatological treatments. The company is owned by L'Oréal and Nestlé, and in 2005 agreed some challenging growth targets with its shareholders.

With patents on existing products about to expire, and no hope of the NHS writing out more prescriptions, Galderma had to look for growth by selling treatments directly to consumers – something entirely alien to the company.

This is the story about how...

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