HALIBUT®- The brand’s history
1950 – LAUNCHING OF HALIBUT® OINTMENT
HALIBUT®, a medicinal product not subject to medical prescription, was launched in Portugal in 1950 by Laboratórios Andrómaco (Andromachus Laboratories), a company founded in Spain in the 1920s.
As a curious bit of trivia, it is worth mentioning the close association between the name Andromachus and the medical sciences. Andromachus, who was physician to Roman emperor Nero, was so remarkable that he became the first person upon whom the title of “Archiater”, i.e., “Chief Physician”, is known to have been bestowed.
Nowadays, the HALIBUT® brand belongs to the MEDINFAR Group, a solid pharmaceutical company founded in 1970 and exclusively owned by Portuguese shareholders. Owing to an intelligent strategy, the Group has been able to achieve considerable, sustained growth over its 40 years of existence, counting the acquisition of the HALIBUT® brand amongst its numerous accomplishments.
Owing to its competence in the production, marketing and promotion of medicinal and other healthcare products, in strict compliance with Ethical Principles and Good Promotional Practice, the MEDINFAR Group has achieved wide recognition in the pharmaceutical sector. The Group’s experience, allied to the advanced technology on which it relies, has largely contributed to its credibility and strong reputation among its customers.
A Brand focused on its Customers
More than 60 years of success and market leadership can only be achieved by constantly focusing on product quality and attempting to meet customer expectations.
A Formulation and a Name
The HALIBUT® brand has never stopped growing since its launch, more than 60 years ago. Clearly leading the healing product market, HALIBUT® Ointment contains Zinc Oxide as its active substance. Due to its debriding, anti-infective, anti-inflammatory and epithelialisation-promoting actions, zinc oxide is widely used as a protective, soothing, astringent and antiseptic agent.
HALIBUT® owes its name to its composition. Halibut is a flat fish with a curious appearance, sporting a grey eye on one side and a white, blind eye on the other. However, halibut hides a valuable liver oil under its unusual guise. Rich in vitamins A and D, halibut liver oil has long been used in pharmaceutical preparations.
Although the formulation has changed over time, the brand name has been kept as a tribute to its origin.
Leadership and Innovation
Despite changing with costumer needs and expectations, HALIBUT® Ointment has always been a safe, effective product. This is why HALIBUT® Ointment can be found in so many homes and is a leading product when it comes to protecting and treating the delicate skin of babies and their families.
1997 – GREAT CHANGES
- A new 100 g pack was launched, to be marketed alongside the 50 g pack.
- A practical, easier to use, innovative flip-top lid was introduced, giving the product an advantage over its main competitors.
- 1,000,000 units sold – a milestone reached for the first time!
2003 – NEW PACKAGING, NEW IMAGE
The traditional aluminium packaging was replaced with modern, innovative polyfoil packaging.
Modern graphics were introduced for a more attractive image.
The company celebrated the 50th anniversary of HALIBUT® Ointment with its customers through the pioneering, innovative launch of the polyfoil packaging.
Attentive to market changes and consumer expectations, the brand continued to grow and embrace innovation in the ensuing years. Aware that consumers perceived HALIBUT® as much more than “a cream for the baby’s bottom”, the company launched the HALIBUT Derma® range, which includes specific products that repair, protect and clean the skin of babies, children and adults.
Nowadays, the brand remains attentive to customer needs and expectations. It is our ambition to continue to grow and turn HALIBUT® into a reference brand in skin repair, protection, hygiene and treatment.
As a leading brand, we are aware that we owe our success largely to the advice provided by physicians, pharmacists, nurses and other healthcare professionals. Therefore, HALIBUT® seeks to work with these professionals on a daily basis, by listening to their opinions and needs.