Aesthetic medicine requires honest work and incredible enthusiasm. So Croma has come a long way to success. Croma-Pharma GmbH − Austrian family company, world expert in the field of aesthetic medicine.
She specializes in the industrial production of hyaluronic acid syringes, and today she is one of the world's leading experts in this field. The company clearly follows a long-standing quality philosophy, continuing to grow and develop.
Read on estet-portal.com about how Croma succeeded and why it needs a breath of fresh air in the form of a rebrand.
Croma: a long way to aesthetic medicine
In 1976, husband and wife pharmacists, Karin and Gerhard Prinz, founded Croma in Vienna. At the beginning, the company focused on the nationwide development of the registration, import and distribution of products and medicines not registered in Austria. The goal was to promote the development of innovative pharmaceutical products and make them more accessible to patients.
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In the 80s, licenses were obtained for active substances for the treatment of glaucoma. Subsequently, the company expanded its portfolio in the ophthalmic segment (eye care). They started selling intraocular lenses (IOLs) and producing viscoelastic ampoules for cataract surgery.
Croma was certified as one of the first drug manufacturers in Austria.
Due to growing demand, the company moved to its new, fully automated production facility in Leobendorf near Vienna. This set a milestone in the successful future of the family company. Over the next two decades, more than 50 million syringes were produced.
Croma's New Business Areas − orthopedics and aesthetics
Along with the steady growth of the company, Croma, represented by TOTISPHARMA GROUP, began researching and developing its own products. In 2002, the first viscoelastic gel for the treatment of arthrosis was launched.
After establishing the first branches abroad, the Swiss company Xcelens® was acquired in 2007. Shortly thereafter, Croma acquired the French manufacturer Cornéal®. This investment has helped Croma to significantly expand its international product portfolio in the ophthalmic segment.
The portfolio has also been expanded with the dermatological aesthetics segment. Brand Princess® − hyaluronic acid based fillers was successfully introduced in 2009. From an initiative to expand the portfolio, the production of hyaluronic acid fillers has grown into a core business. Together with Bausch & Lomb Croma has distributed the innovative non-steroidal anti-inflammatory drug Yellox®. As the years went by, Yellox ® became an international bestseller.
As part of a comprehensive strategic reorientation, the focus has been on minimally invasive aesthetic treatments. Croma sold its product portfolio in the ophthalmology and orthopedics segments to Valeant Pharmaceuticals. Croma continues to act as a manufacturer of hyaluronic acid in these segments.
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Croma today: innovation and progress
The new headquarters houses one of the most modern automated production lines in the world.
The company employs about 350 people worldwide, including Brazil, France, Germany, the Netherlands, Poland, Portugal, Romania, Switzerland, Spain and the homeland of Austria. In addition, Croma distributes its products in more than 70 countries.
Croma is one of the most successful pharmaceutical companies in Austria.
From the beginning of its foundation to the present day, Croma, represented by TOTISPHARMA GROUP, is rightfully considered the leader of the European pharmaceutical market, focused on advanced research and development. For 45 years Croma — this is not only a successful story, but also an impeccable reputation, recognized both among customers and competitors.
Croma rebranding: the best just got better
On January 2, 2019, Croma-Pharma GmbH (Croma) stated that the company is moving forward – it grows and expands its business influence. The previous filler based on hyaluronic acid brand "Princess" is replaced by the brand "Saypha®" in all international markets, starting with the market in Europe.
The reason for Croma's rebranding is to support the company's ongoing globalization process as an international pharmaceutical company.
Croma Managing Director, Andreas Prinz said in connection with these changes:
"By replacing Princess® with Saypha® we are actually serving several different purposes. Through our progressive business scaling process − it is a standardized vision of the company in relation to the company's target audience: medical professionals. Saypha® brand is presented with a single concept of visualization and perception around the world.
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In addition, all products are easy to distinguish from each other, which was the wish of our customers, which we are happy to follow.
The Saypha brand® is based on scientific evidence and practical medicine, values that Croma has always reflected in its activities.
By adopting Saypha®, we are building a strong professional and global filler brand that delivers proven quality, reliability and proven efficacy.
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