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Gerovital – un patrimoniu greu de moştenit

arhivă @ 25 January 2008

de Florin Dumitrescu, apărut săptămîna asta la rubrica Glorii de galantar din Adevărul

La fel cum românii caută cu fascinaţie leacuri şi remedii orientale, tot aşa, pentru vestici, România şi împrejurimile constituie acel Orient misterios şi plin de înţelepciune care le poate oferi farmaco-farmece nebănuite. Da, într-adevăr există câteva panacee legendare ale Estului care, decenii de-a rândul, i-au atras pe occidentali precum un Eldorado. Tot felul de pomezi şi poţiuni tainice, de negăsit în farmaciile dichisite ale Apusului, au format obiectul unor exporturi mai mult sau mai puţin oficiale, al unui „mic mare” trafic, prin dosul Cortinei de Fier, tolerat, chiar încurajat de autorităţi.
Ungurii, de pildă, au pus la punct o cremă anti-calviţie care dă rezultate matematic sigure. Ruşii se lăudau cu alifiile din venin de viperă şi rezultatele lor incredibile în tot felul de afecţiuni, în principal reumatice. Iar lupta cu efectele nedorite ale vârstei a fost specialitate românească…
Dr. Ana Aslan (1897-1988) era deja o personalitate în lumea românească în 1952, atunci cînd pune la punct formula Gerovitalului, doctoria care învinge bătrîneţea. Vizionara Ana Aslan a început ca feministă (fără ostentaţie însă), pentru a se dedica apoi luptei cu îmbătrînirea, temă care va frământa cu precădere veacul următor.
Atracţia exercitată de opera doctoriţei Aslan asupra asupra lumii întregi poartă un nume: Gerovital, brand-ul-miracol care, decenii de-a rîndul, a dat specificitate României în domeniul farmaceutic, cosmetic şi turistic.
La baza preparării Gerovital H3 stă novoaina (denumită ştiinţific procaină), folosită de obicei ca anestezic. Ideea folosirii novocainei îi este dată doctoriţei Aslan de experienţa nemijlocită a tratării bolnavilor, care îi revelă efectul substanţei în ameliorarea tulburărilor distrofice legate de vârstă. Perfecţionările ulterioare au mers împreună cu diersificarea gamei. Alături de Gerovital H3, au apărut în timp Gerovital Plant şi Aslavital. Alături de medicament, au apărut cosmeticele, într-o gamă tot mai variată. Cu Gerovital s-au tratat deopotrivă De Gaulle, J.F. Kennedy, Hruşciov, Adenauer, Tito, Mao, Indira Ghandi, Ho Şi Min, soţii Marcos şi, evident, soţii Ceauşescu. Nu numai ei au mers la clinica doctoriţei Aslan, ci şi Dalì, Chaplin, Marlene Dietrich şi Kirk Douglas: toţi oameni despre care se spunea că “se ţin bine”…
Pentru Gerovital, problemele au apărut după războiul rece. Azi autorităţile americane interzic medicamentul Gerovital ca atare, dar îl tolerează sub încadrarea de “supliment nutritiv”. În schimb, UE îngrădeşte uzul în cosmetică a novocainei, considerată alergenă, ceea ce interzice practic anumite produse din gamă. Sub aceste presiuni externe a apărut şi litigiul dintre producătorii Farmec din Cluj si Gerovital Cosmetics din Bucureşti (fostul Miraj). Bucureştenilor li se cere să scoată numele Gerovital din titulatura corporaţiei, neavînd monopol asupra brand-ului. Pretenţia vine din partea clujenilor, autorizaţi prin brevet să producă doar sortimente Gerovital pe bază de novocaină; şi constrânşi de normele UE să o substituie cu alt ingredient… A fost de ajuns ca să li se impute încălcarea patentului – de către bucureşteni, cei care produc altă gamă, pe bază de novocaină şi derivate de hidroliză (formulă acceptată de UE). E un război fratricid între legatari, pe care testatoarea Ana Aslan nu l-ar fi bănuit, în vremea planificării centralizate. E o poveste ciudată despre cum un brand poate înflori sub comunism şi poate fi sufocat în capitalism. Şi povestea continuă…

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