L'Oréal ups skin care mission with focused brand expansion in US


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L’Oréal skin care brands La Roche-Posay and Vichy Laboratories have announced a US expansion into select Walgreens locations as the cosmetics firm looks to target women’s skin care needs in the country.

Originating in France and once available only in European pharmacies, Vichy and La Roche-Posay products are based on scientific breakthroughs achieved through L’Oréal’s various collaborations, and the expansion builds on research of the market carried out by the company.

"Industry studies show that one out of two women in the US is using the wrong skin care product for their skin's needs,"​ says Henric Sark, president, Active Cosmetics Division at L'Oréal.

"One of the prime objectives of this collaboration with Walgreens is to improve the level of results and satisfaction by helping customers to make the right choice.”

Interaction and information

In order to do this, Sark explains that L’Oréal will provide advice and information, either through a trained beauty advisor or an interactive tablet in-store, and also by offering products that can deliver the results, that are backed by science, proven effective and safe.

“This educational approach and the new merchandising concept show that La Roche-Posay and Vichy Laboratoires are on the cutting edge of technology not just in skin care, but also in reinventing the skin care shopping experience,”​ says Sark.

The plan is for Walgreens to feature a unique brand kiosk concept at select LOOK Boutiques and other beauty locations across the country, which will offer information as well as the interactive tablet experience.

Exciting times

"It is just wonderful to see both of these brands teaming up with Walgreens to become more widely available. Consumers will be able to access these products and receive professional advice where it is convenient for them,"​ says dermatologist Ranella Hirsch, MD.

In addition, customers can scan a product's UPC code to instantly see the features, benefits and ingredient details.

"We are always looking for ways to help our customers get, stay and live well and these L'Oreal brands are great examples of how we can provide new dermatological skin care brands in an exciting and innovative way,"​ said Joe Magnacca, Walgreens president of daily living and product solutions.

"These brands are leaders in this area and when you fuse that with our products and beauty advisors, we are thrilled to help our customers feel good about their health and the selection and knowledge we can bring."

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