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The mexican laboratorio Genomma is looking for new brands to reinforce its growth in the dermocosmetics and over the counter medicine business. Therefore, it recently acquired Piecidex from the national company Andrómaco.

Mexican laboratory Genomma acquired Piecidex from the Argentine firm Andrómaco.

In this way, the company that is steadily climbing steps in the dermocosmetics and over the counter medicine business, is now looking for new brands to reinforce its growth.

According to what sources related to the transaction told Pharmabiz, the operation was sealed at nearly u$s 3 million, which will leave Genomma ready to compete with the antifungal Empecid by Bayer and Lamisil by Novartis, both of which are sold over the counter.

Genomma does not stop acquiring continental brands.  This week they announced the purchase in Mexico of the cold and flu brand XL-3.  The amount invested was of u$s 40 million.

Genomma does not stop acquiring continental brands.  This week they announced the purchase in Mexico of the cold and flu brand XL-3 which includes the rights for sale in Brazil, Argentina, Colombia, Chile, Peru, Ecuador, Costa Rica, Honduras, Nicaragua, and Panama.  The amount was of u$s 40 million.

Likewise, last July they had announced the purchase of hair care brand Fermodyl and Altiva, a line of hair dyes, as well as the make-up brands Zan Zusi, Amara, Lariza and Bioskin. With this acquisition, the company entered a new territory: color cosmetics, one of the largest categories of personal care, where great potential is seen.

At the same time, with this decision, Andromaco remains very focused in the prescription business in Argentina, the real core of the company whose principal propriety lies in the Roviralta family.

At the same time, with this decision, Andromaco remains very focused in the prescription business in Argentina, the real core of the company whose principal propriety lies in the Roviralta family.

The only star product that breaks this rule is Dermaglós, which has arrived from the doctor to the consumer and is a hit in sales.

The brand Piecidex had been renamed and relaunched by Andromaco in 2001.  However, the effort was not enough for Andromaco to try to hold on to it.

In 2006, Piecidex added a new formula with 1% terbinafine, and now comes in cream, powder, lotion and spray which combine bifonazol with diphenhydramine.

According to the audit by IMS in July Genomma was in the second position in the ranking of OTC laboratories in Argentina, invoicing u$s 6 million monthly.

According to the audit by IMS in July- the last one available at the closing of this article- Genomma was in the second position in the ranking of OTC laboratories in Argentina, invoicing u$s 6 million monthly.

It was only bettered by Bayer, who invoiced u$s 4.9 million in July in its OTC sector.  Genomma’s Argentine sales in the last twelve months measured up to July 2012 were u$s 48.5 million.

The most successful brands in the country for Mexican Genomma were Asepxia, Cicatricure and Giocoechea.  With these tags its focus was the dermocosmetic segment.

Although with the launching of the analgesic Bio Electro they entered the field of medicines. Before, the laboratory launched their treatment for nervous tension Dalay, the anti-inflammatory Bengue, the flu remedy Next and the stimulating gel Multi-o. Piecidex would therefore be their strongest product in a field more closely tied to the medical pulse.

 

 

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