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New Gender Agnostic Brand Ro Derm Is Designed To Shake Up Dermatology Sector

New Gender Agnostic Brand Ro Derm Is Designed To Shake Up Dermatology Sector

Ro's plan includes a more bespoke experience and product development from prescription-based to ancillary offerings that consumers need to care for their skin.

By Christine Esposito , Managing Editor 02.15.22
Today, fast-growing healthcare technology Ro—perhaps best known for its ED treatment brand called Roman, is launching Ro Derm—a new gender-agnostic brand dedicated to dermatology-backed prescription products and services. 

Skin care isn’t new to the company; it has offered solutions through its Rory (for women) and Ro (men’s) brands.  But officials say the launch of Ro Derm is more than a new name and look. Ro Derm’s enhanced customer experience is focused on “democratizing” dermatology. The company’s plan includes expansion of products, including future non-prescription offerings, as well as refreshed packaging and new messaging.

Dr. Melynda Barnes, chief medical officer at Ro spoke with Happi just before the launch to share details on the company’s new tact, which comes at a time when its dermatology products and services business is thriving. In this podcast, Dr. Barnes tells Happi that Ro Derm is going to reinvent the old-school dermatologist appointment experience, and will be exploring having a louder voice in skin health as well as beauty.

Ro Derm is launching with three capstone products making up the Custom Rx System, with soon-to-launch expanded product ranges and formulas developed by the brand’s expert dermatologists, including: Custom Rx Treatment (formerly Nightly Defense); Custom Rx System, a three-product set that includes Custom Rx Treatment, Hydrating Cleanser (formerly Antioxidant Face Cleanser) and Protecting SPF Lotion (formerly Weightless Face Moisturizer).

 
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