Davao pharma launches new soap products

A DAVAO CITY-based pharmaceutical company has introduced to the local market a new soap product that will help address growing demand for whitening soaps.

The new product, a mixture of glutathione, papaya and Kojic, is a product of a twoyear study conducted by homegrown Ellestreque Pharmaceutical Industrial Corp. and a Manila-based manufacturer.

Dabawenyo businessman Requerme Abog, Ellestreque founder and president, said they recently launched the product, called Kamiya, and is now available in selected supermarkets and retail stores nationwide.

"We see this product to do well in the market considering that there is a growing demand for whitening soaps. We partnered with a manufacturer in Manila to conduct the study. The product has been tested and proven to be very effective," Abog has assured.

Kamiya comes in five variants -- the Glutathione, Gluta Papaya, Papaya Kojic, Gluta Kojic and Kojic soap.

"We have embarked on a massive marketing strategy to promote our new products." Abog said, adding that they expect this to further improve the market share for Ellestreque which produces and sells galenical products such as manzanilla, rubbing alcohol, tawas and cosmetic products.

Abog said the company's flagship product, the Herbalaya liniment oil, which was introduced in

the market two years ago, is now a leading brand of its kind.

"Herbalaya is doing well registering an annual growth in the market share of 20 percent since we launched the product in 2015," Abog said.

He was quick to add that they expect Herbalaya's hold in the market to further improve after it has been made available in more supermarkets and retail stores in Metro Manila.

"We expect our market share for liniment oil to expand to 50 to 60 percent after we have intensified our presence in Metro Manila," Abog said.

"That's the reason why we see a tremendous growth this year. I am confident, we can capture a market share in Metro Manila for our flagship product," Abog said.