Almirall's focus shift to skin now includes new branding. “Feel the Science” is the specialty pharma’s relaunched identity and tagline that now appears in the reworked company logo under its name.
The move comes less than a month after Almirall hired new CEO Peter Guenter, who was the diabetes and cardiovascular chief at Sanofi. Almirall, though, initially filed trademarks for its new look in March.
Almirall began a concentrated focus on dermatology and aesthetic skin treatments in 2013, following the acquisition of acne treatment maker Aqua Pharmaceuticals. However, its interest in that area goes back to 2007, when it bought German dermatology company Hermal and acquired a portfolio of treatments that included several dermatology products from Shire.
In 2015, it bought Poli Group for more than €365 million, adding psoriasis, baldness and more dermatology treatments to its portfolio. Almirall solidified the shift in 2014, unloading its respiratory portfolio to AstraZeneca in a deal worth up to $2.2 billion, with $875 million of that up front.
Last year, Almirall launched dermatology awareness marketing to bolster its aim to become a sector leader. The Shared Skin campaign featured five Almirall employees undergoing makeup transformations to simulate skin conditions to try to understand the emotional impact real sufferers feel. Earlier this year, the company began a teen acne awareness effort using virtual reality video to show dermatologists the kind of looks and reactions that high school teen patients receive as they walk the hallways.
The company said in a statement, that "Feel the Science" marks a new path for Almirall that “reflects its firm decision to work hand in hand with its customers, becoming a scientific partner to help both dermatology and aesthetic professionals, as well as their patients and clients, and making science accessible and practical.”