Bayer's Pikangwang Brand Unveils Strategic Upgrade: Expanding from Antifungal Skincare to a Comprehensive Dermatological Health Platform

China Finance and Economics News, May 27th: This year's May 25th marks the 18th "China Skin Care Day," with the theme "Beautiful China, Skin First."

On May 24, at the "Scientific Itch Relief, Targeting the Source" 2024 New Bepanthen Strategy Launch Conference, Bepanthen, a classic brand in the skin health field under Bayer, announced a comprehensive brand renewal and upgrade on its "30th Anniversary."

"Standing once again on the land where Bicon was born, we will embark on a broader and longer journey with our partners," said He Yong, General Manager of Bayer HealthCare Consumer Products in China. At the product and brand level, Bicon will expand from the anti-fungal skin care track to more diverse fields, becoming a comprehensive brand in the skin health sector, continuing to provide consumers with innovative and reliable products and services. In terms of health empowerment and accessibility, it will partner with Jiuzhou Tong and chain pharmacies to serve consumers in every city and every village in China as much as possible through health science education and professional pharmaceutical services.

Bicon was born in Yunnan. It used to be known as the "Laoshan Hero Medicine" and later transitioned from military to civilian use. As the clinical research leader, Liao Wanqing, an academician of the Chinese Academy of Engineering and a medical mycology expert who is hailed as the "Father of Mycology in China," recounted how he took on the critical mission under difficult conditions, overcame numerous challenges, and ultimately successfully co-developed the compound ketoconazole preparation with his team, helping countless soldiers resolve fungal infection issues. In 1994, Bicon officially transitioned to civilian use and became more widely known by its popular name: Pikang Wang.

Liu Dengpan, Vice Chairman of Jiuzhou Tong Pharmaceutical Group, stated that as a partner of Bayer, Jiuzhou Tong will fully support the significant strategic adjustment of the Bicon family brand upgrade. Leveraging the entire group's strengths, they will enhance deployment in channel marketing, end-user sales, brand promotion, and consumer education to help Bicon jointly promote the vigorous development of skin health in China.

Data show that in recent years, the incidence of fungal infections has been increasing annually. According to reports in domestic and international literature, the prevalence of superficial fungal diseases can reach 20%-25%.

According to Professor Cao Cunwei, Chief Scientist of the National Key Research and Development Program for the Prevention and Treatment of Dermatomycosis and Chief Physician of the Department of Dermatology and Venereology at the First Affiliated Hospital of Guangxi Medical University, fungal skin diseases are more likely to occur in warm and humid climates. Repeated and intense itching can significantly disturb daily life, affecting sleep and potentially leading to bacterial infections. "In clinical settings, some patients experience excessive inflammatory responses, resulting in severe swelling and oozing, even to the point of being unable to walk. For cases with intense inflammatory reactions and severe itching, using only antifungal medications may not provide sufficient relief. However, adding corticosteroids after reducing inflammation before targeting the fungus can yield better results. Under a doctor’s guidance, compound preparations that combine antifungal agents with glucocorticoids, such as compound ketoconazole, can be used. The advantage of compound ketoconazole is its ability to quickly control inflammation, alleviate patients' itching and discomfort, achieving rapid treatment of the condition."

It is reported that during the 5.25 National Skin Care Day in China, five large-scale science popularization activities on tracing the source will start from Kunming, Yunnan. The themed roadshow "Scientific Itch Treatment: Targeting the Source" will be carried out in 145 pharmacies across China. Multiple chain pharmacies such as Haiwang Xingchen, Jianzhijia, Yixintang, and Guoda will jointly participate in the science popularization activities to help the public enhance their awareness of skin health.