DevelopmentsProduct News

Clonmel Healthcare Roll Out Consumer-centric Rebrand with €325,000 investment

Caldesene Powder Gets a New Look for a New Generation

Caldesene Medicated Powder has been the gold standard for the treatment and prevention of  nappy rash for over 45 years.  Clonmel Healthcare is pleased to unveil its new, brighter branding and packaging that will make Caldesene, the leading nappy rash product,  look even more impactful on the shelves in Irish pharmacies.

Clonmel Healthcare has invested extensively in a full brand audit on Caldesene. During the process all stakeholders were consulted; including pharmacists, HCPs and new parents to discuss their experiences of baby’s nappy rash and current treatment trends.

A bolder design has been created, while ensuring the recognisable Caldesene look is retained. The front of the packaging has been decluttered, so consumers can understand the core message – Caldesene medicated powder prevents and treats nappy rash – quickly and easily. The new design uses strong and warm colours that are appealing and attention-grabbing for the retail environment. The inviting pink and teal colours on the packaging are still marked with the signature Caldesene heart shape to offer familiarity to consumers, and the new baby graphic portrays the companies’ family values at point of sale.

Marketing Director, Martin Gallagher said “We have created a new image to  highlight that Caldesene prevents  and treats nappy rash, and it should be used at every change. It was so important to us that we maintained the brand heritage, whilst conveying to the  consumers that this is still the same great product that they have grown up with. The product has not changed in any way. This new modern, attractive packaging is attention-grabbing and clearly communicates the product on-shelf.”

Clonmel Healthcare aims to improve the way they communicate and make Caldesene more relevant and accessible for today’s audience. In order to communicate the values of Caldesene to a whole new generation of parents we’ve also introduced the new supporting tagline: “Tender care at every change”

To engage the consumers with the new look, Caldesene will run a substantial advertising campaign including radio advertising, visual media, online marketing, a new Caldesene website, in-store POS and attendance at all significant trade shows.

Caldesene – Tender Care at Every Change

For further information, to receive product imagery or to speak to Martin Gallagher, please contact Ann-Marie Sheehan, Aspire PR, Telephone: 087 2985569 / 01 8275181 or email


About Caldesene

Caldesene powder has been keeping babies bottoms happy by preventing and treating nappy rash for over 45 years,. Caldesene is the only medicated powder available for nappy rash and is available in 20g, 55g, & 100g formats. Available in pharmacies and supermarkets. A copy of  the summary of product characteristics is available on request. PA 126/152/1. PA Holder : Clonmel Healthcare Ltd., Clonmel, Co Tipperary.


Caldesene Powder contains Calcium Undecylenate 10% w/w. For topical use only. Date prepared: January 2020. 2019/ADV/CAL/146H


Clonmel Healthcare

Clonmel Healthcare has a large portfolio of products covering three distinct business units; prescription medicines, specialty medicines and over the counter consumer division, and supplies  the Irish market, through pharmacists and medical professionals.

Clonmel Healthcare is committed to supplying an extensive range of quality, and less expensive prescription medicines and specialised products in the therapeutic areas of neurology, psychiatry, diabetes and osteoporosis. The company is also a leader in over-the-counter medicines specialising in original, stand-alone, international brands that serve the mother and baby, pain relief and health supplement sectors.

Established in 1970, and with 50 years’ experience, Clonmel Healthcare now places 12.2 million packs of medicine into the Irish market every year, making the company one of the top two suppliers in Ireland. In 2016, Clonmel Healthcare launched its biosimilar division and intends to offer a comprehensive range of product into this space over the next couple of years.


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