Pharmaceutical company Croma Pharma has rebranded its hyaluronic acid filler brand Princess to saypha.
The company explains that the rebranding, starting in Europe, became necessary due to its ongoing globalisation process and the advancing approval procedures of bio-pharmaceutical company Hugel, Inc.’s botulinum toxin product Botulax requiring a more medical HA filler brand, exclusively for medical professionals.
Croma has licensed the product Botulax for Europe and recently established a joint venture with the company in order to develop and commercialise Croma’s HA filler and PDO thread products together with the toxin in the US, Canada, Australia and New Zealand.
Managing director, Andreas Prinz, said, “By replacing Princess with saypha we pursue several different purposes. Primarily, Princess is not a suitable and approvable brand for all our current and future markets.” He continued, “In the course of our progressing internationalisation process, this standardised appearance of the company towards our primary target audience, the medical professionals, becomes absolutely essential.
Apart from that, all saypha products are easy to distinguish which was a customers’ request that we are happy to follow. The saypha brand also reflects medical science and evidence-based medicine. By introducing saypha we are creating a strong global HA filler brand that stands for comprehensive quality, reliability and medical effectiveness.”