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IBSA DERMA: beauty launch in Australia, naturally

27 November 2019

IBSA DERMA, the company’s derma aesthetic division, aims to conquer the Australian market next.

The division, characterised by exponential growth over the last ten years, is aiming for a top position in the Australian market within the next two years.

The launch strategy in the land of the kangaroo is the age-old strategy employed by IBSA: quality, innovation and caring for patients’ needs. Aim: to promote natural beauty, without subjecting people’s faces to radical interventions. IBSA DERMA aims to convey the concept of aesthetic medicine understood in the sense of maintaining and promoting an individual’s beauty by celebrating people’s characteristic traits and through the non-invasive correction of defects and imperfections.

Australia is a very interesting growth market for the company. The country has a population of around 22 million, with an average age of 37 years. The low level of births and increase in life expectancy have drastically changed Australian over the course of the last decade and it is predicted that the percentage of people aged 65 and over will almost double in the next 30 years, from 13.3% to 25% of the population. Ageing may be one of Australia’s characteristics, but another is the relative wellbeing Australians enjoy. The minimum legal wage for a full-time job is about 2,000 euros (3,100 AUD). Finally, the country has a very low unemployment rate of just 4.9%. It should also be remembered that the number of aesthetic, care and beauty centres in Australia is constantly on the rise. There are currently around 30,000 beauty professionals working in the sector and the indicators continue to point upwards. It is expected that by 2018 there will be over 25,000 jobs available in the sector, with growth of about 100%.

IBSA DERMA, with its know-how and products, will be at the centre of this beauty revolution.

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