Loreal 2012 Annual Report Download - page 67

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BREAKING INTO THE
AMERICAN MARKET
LA ROCHE-POSAY AND VICHY SALES COUNTER AT WALGREENS
Advisors give expert advice on the brands’ health and beauty
products in modern, exclusive surroundings.
For Active Cosmetics, one of the highlights of the year was
the spectacular breakthrough achieved in North America. VICHY
and LA ROCHE-POSAY were the spearheads behind this achievement,
along with the strong reputation already enjoyed by two Ameri-
can brands: SKINCEUTICALS and DERMABLEND. The
+16.9%(1) growth rate posted by the division
in 2012 not only indicates the recognition
of the health and beauty category in the
United States, but also represents the culmi-
nation of a strategy: opening up distribution
to American drugstores by establishing
Dermatological Skincare Centers. Thanks to
this approach, Walgreens, one of the main
drugstore chains in the United States, has
become an essential partner for VICHY and LA ROCHE-POSAY. With
1,500 new sales outlets in 2012, the health and beauty offer of the
two brands has earned its legitimacy as a high-quality complement
to the products traditionally available. Advisors trained by the
division offer expert advice, and a touch-screen tablet provides
access to “Dermatologists by your side”, a platform developped
by LA ROCHE-POSAY. Launched in 2012, it offers dozens of short
videos in which dermatologists answer frequently asked quest-
ions. This powerful roll-out is backed by major
public relations initiatives that aim to raise the
profile of the two brands and highlight the
efficacy of the products to North American
consumers, as well as healthcare profes-
sionals and specialised media outlets. This
strategy has proven very successful, as
demonstrated by the Allure US Award pre-
sented to LA ROCHE-POSAY for Redermic [R],
whose special formulation for the United
States, with gradual release of retinol, is suited to even the most
sensitive skin. The list of prizes won in the United States in 2012 is
impressive: 12 Beauty Awards went to LA ROCHE-POSAY, the brand
recommended by dermatologists!
(1) Like-for-like.
The division’s breakthrough
is the sign of recognition
by the health and beauty
sector in the United States.
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