SAGA Mustela hydratantes, anti-vergetures, biberon, gobelet évolutif, sté- (tube) est lancé en l’an 2000 du bébé et de l’enfant en cas anti-démangeaisons et jambes rilisateur micro-ondes, etc. ainsi qu’un Baume pectoral d’irritations et démangeaisons. lourdes. Le choix des condi- En 1999, a lieu le lancement réconfortant (tube capsule Un chiffre marquant donne tionnements (majoritairement des gammes de dermo-pédia- service), en 2010. 2017 signe l’idée de l’empire Mustela : des tubes munis de capsules trie (Stelatopia et Stelatria, la mise sur le marché d’une un produit est vendu chaque service) œuvre dans le sens en tubes), pour les peaux à gamme dédiée aux peaux très seconde dans le monde. Pré- d’une praticité d’usage. problèmes (eczéma, atopie, sensibles pour la toilette, le sente à l’international, la dermites irritatives, rougeurs). bain et le soin (flacons-pompe marque enregistre une crois- Répondre à tous Dans les années qui suivent, et tubes), indiquée pour les sance de + 11 % (en valeur, les besoins la marque Mustela ne cesse enfants jusqu’à 7 ans. CAM octobre 2018). de se spécialiser et de seg- Sans compter le lancement Toujours en 1994, sont pla- menter son offre pour corres- récent d’un gel d’hygiène Carole De Landtsheer cés sur le marché des acces- pondre à tous les besoins. intime (flacon-pompe), spécia- soires de puériculture : tétine, Un soin « Croûtes de lait » lement conçu pour la toilette 1987 PRATICITÉ D’USAGE CONVENIENCE OF USE Le lancement, en 1987, du gel douche « 2 en1 » (cheveuxet corps) atteste de la volonté de la marque de se distinguer également via des contenants pratiques à manipuler. Ce tube tête en bas assorti d’une capsule-service, une innovation galénique à l’époque, permet à la mère de se servir du produit d’une seul main. The launching of the 2-in-1 shower gel (hair and body) in 1987 attests the will of the brand to also distinguish itself via easy to use containers. This upside down tube fitted with a flip-top, a dosage form innovation at the time, allows the mother to use the product with one hand. 8 emulsions, hydrating creams, flowpacks, they feature a Also in 1994, baby 2010. The year 2017 marks day and night creams. In rigid close-up flap thereby accessories were put on the the launch on the market of 1988, the brand focused ensuring their preservation. market, such as pacifiers, a sensitive skin care range on pharmacies, which In 1994, Mustela approached feeding bottles, evolutionary for hygiene, bath, and care generated 70% of its sales, pregnant women with tumblers, and microwave (pump-bottles and tubes), expanded its distribution to its Mustela 9 care range sterilisers, etc. In 1999, the suitable for children up to the health&beauty located renamed Mustela Maternity dermo-paediatrics ranges 7 years old. Without taking in major retail centres and in 2015, designed to Stelatopia and Stelatria were into consideration the recent to certain stores in the accompany women during launched in tube packaging launch of an intimate care selective circuit. The year their maternity periods. A to address skin problem gel (pump-bottle), especially 1990 marked the advent of line that includes hydrating, (eczema, atopy, dermatitis, conceived for baby and the cleaning wipes in the anti-stretch marks, anti- rashes). In the following children care in cases of rash baby hygiene universe. itching, and tired legs years, the Mustela brand and itching. A remarkable “They were the first of references. The selected continued to position itself as figure gives the idea of the their kind put forward on packaging (mostly in a specialist and segmented Mustela empire: one product the pharmaceutical market, capped tubes) favoured the its offer so as to meet all is sold per second in the currently being number 1 in practicality of usage. needs. A “cradle cap” care in world. Globally present, the the sales on this segment”, tube was launched in 2000, brand records an increase of emphasizes Sybille Foing. Answering to as well as a chest soothing +11% (in value, MAT October Nowadays packaged in all needs balm in a flip-top tube in 2018). Novembre - 2018 Doses 73 / Le Magazine du Packaging des Produits de Santé