Deb Canada
The World’s Leading Away From Home Skin Care System Company
By Marvin Mauer, General Manager, Deb Canada

Deb Canada has long been recognized as the Canadian market leader in the development of innovative foaming technology, skin cleansers, protective and conditioning creams, showering and bathing products, and patented dispensing systems for all occupational hygiene markets.

As the company approaches its 40th anniversary in Canada, there is much reflection on its humble beginnings in England just shortly after the end of the second World War by Audley Bowdler (A.B.) Williamson. The name “Deb” came into being as a shortened version of “debutante,” a reference to signify that both the company and its products were new and innovative to the market.

In 1969 the company made its debut in Canada, originally known as MDM Swarfega and shortly thereafter Deb Swarfega Ltd., opening its doors for business. The facility in Waterford, Ont., was then a small, metal-clad, one-storey garage. Almost 40 years later, the Canadian headquarters consists of a two-storey modern office complex, coupled with a 65,000 sq. foot manufacturing and warehousing facility that employs 56 full-time staff.

“By focusing on the development of high quality skin hygiene products and dispensers, we can provide a system that is tailored to suit your exact requirements,” said Marvin Mauer, general manager of Deb Canada.

The current international Deb Group, of which Deb Canada is a member, came into being in 2004 as a result of a private equity backed buy-out of the previous holding company. Deb Group manufactures not only in England and Canada, but the United States, Australia and France as well.

Deb products are also distributed through wholly-owned subsidiaries on the European continent. The Deb Group has 21 operating subsidiaries in 16 countries, manufacturing skin care systems and products in eight manufacturing units spread across five countries.

In 1990, a new company was formed in Brantford, Ont. – Flotech which is now known as Deb Dispensing Inc. (DDI). DDI manufactures proprietary dispensing systems specifically for the Deb range of products. Dispensers are designed and manufactured by highly-trained personnel using the highest quality materials and moulding equipment. Deb dispensers may be found throughout industrial, commercial, healthcare, educational and recreational sectors in Canada and around the world.

In 2004 another manufacturing company was formed in Brantford, Ont., Deb Worldwide Healthcare Inc. (DWHI), providing reliable, world class quality healthcare products that comply with current and future regulatory requirements for Canada, Europe, Australia and the United States. They also provide customized product development, technical and regulatory affairs support to Deb Group companies as needed – specifically healthcare type products.

“Strategic partnerships have been achieved with 3M, as well as Reckitt Benckiser – ‘the Global innovation leader in household products’ to market Deb’s alcohol foam formulations,” said Didier Bouton, president of Deb Canadian Hygiene Inc. “This formulation will be launched in the North American market under the Lysol® brand.” (itals) (Deb Canada and Deb Worldwide Healthcare are both divisions of Deb Canadian Hygiene Inc. of which Didier Bouton is President).(enditals)

Starting out with a short list of product offerings, today Deb provides a wide range of innovative products including various protective and reconditioning creams, including sunscreen; foaming skin cleansers and alcohol hand rubs (the world’s finest non-aerosol foaming hand sanitizers) incorporating the company’s patented SmartFOAM™ technology; patented heavy-duty hand cleaners; and related dispensing systems, many utilizing BioCote® anti-microbial technology.

Deb is the supplier of choice for organizations who value employee and customer well-being. The company has attained this position by providing innovative skin care products and services to its customer base on a regular basis.

“Customer satisfaction is key to the company’s success,” Mauer said. “We believe the quality of our service gives Deb a competitive advantage. People are our most important resource. Our customer focus is an aligned, whole-organization approach to constantly and consistently meet customer requirements and perceptions while operating as efficiently as possible.”

All Deb employees are aware of their role in maintaining value relationships with customers. Reliability, a key factor to customer satisfaction, is promoted by meeting/exceeding deadlines and answering inquiries with honesty in a timely manner.

Innovation is promoted within the company’s customer service department with customer relation programs, distributor satisfaction surveys, and a comprehensive complaint report database. The Customer Service Level is a key performance indicator, tracked monthly.

“Throughout our company, what really helps differentiate us is that we really like what we do,” Mauer said. “We generate ‘sizzle’ in our marketplace, we stick to our plans and keep our promises; and we embrace Best Practice.”

Additionally, the company has promoted the concept of Social Marketing, which is the application of marketing technologies developed in the commercial sector as a solution to social problems where the bottom line is behaviour change. According to Mauer, the concept involves the analysis, planning, execution and evaluation of programs designed to “influence the voluntary behaviour of target audiences to improve their personal welfare and that of society.”

Deb Canada has developed unique Social Marketing partnerships with major organizations such as Calgary Health Region and Bayer Corporation in order to develop a strategy to change the behaviour of individuals with regards to Hand Hygiene.

“These partnerships have exceeded all efforts we could have done internally through traditional advertising and promotions,” Mauer said.

In keeping with the Social Marketing concept, Deb offers a variety of educational materials such as booklets, posters, instructional stickers and safety and hygiene training for all employees.

Deb Canada is committed to taking every practical measure to ensure that its products are of the highest quality. To achieve this, the company has strict controls at each stage of the process; regular maintenance and calibration of each instrument; and by following in-house and other specifications controlled by regulatory authorities. In keeping with this business philosophy, the company has adopted a policy of operating a coordinated Quality System which conforms to the requirements of ISO 9001:2000.

As Deb approaches its 40th anniversary, the company has become the “Single Source for Skin Care” as well as an industry leader in the away from home skin care market.

For more information, visit Deb Canada’s web site at www.debcanada.com .