Loreal 2012 Annual Report Download - page 65

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LA ROCHE-POSAY, the brand recommended by
25,000 dermatologists worldwide(2), took a historic step
forward in 2012 by becoming the top dermo-cosmetics
brand in Brazil, its second largest market after France,
where health and beauty are a way of life. With growth
of +15.4%(3), the brand has shown that its business
model is more relevant than ever before: a virtuous
circle centring on medical visits and products specially
designed for Brazilian consumers.
A special relationship
with dermatologists
Thanks to the talents of its medical visitors, LA ROCHE-POSAY,
which has been distributed in Brazil since 2000, has built
a solid reputation with Brazilian dermatologists, and
become a must-have prescription brand both for skin-
care and aesthetic purposes. On average, out of every
four products prescribed, three are dermocosmetics(4);
which means the brand has an extraordinary growth
opportunity. This demonstrates Brazilian women’s intense
interest in the health of their skin, which they consider
as essential for their well-being.
Products designed
for Brazilian women
Attentive to the expectations and needs of Brazilian
consumers, LA ROCHE-POSAY draws on the expertise of the
Rio de Janeiro Research and Innovation centre to offer
effective products adapted to suit the Brazilian market.
One symbolic example is the extension of the Anthelios
franchise, whose suncare range is already well estab-
lished. Since Brazilian women use photoprotection prod-
ucts as facial skincare on a daily basis, LA ROCHE-POSAY
has developed Anthelios AE (Anti-Envelhecimento), a
fluid sunscreen that also protects against photo-ageing.
Another innovation is Anthelios AC Toque Seco, a gel-
cream specially designed for a dry-touch texture, de-
veloped for Brazil and soon to be marketed in Europe.
LA ROCHE-POSAY
NUMBER 1
IN BRAZIL(1)
For LA ROCHE-POSAY, Brazil is the
promised land for health and beauty.
Brazilian women are particularly
interested in well-being and aesthetics. 2
(1) Source: IMS Brazil panel, dermocosmetic market, 2012 market share value. (2) Source: Across country dermatological study, 2012.
(3) Source: Like-for-like. (4) Source: Dermatological studies in Brazil, August 2012.
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