Active Cosmetics
The Active Cosmetics Division celebrates 15 years in Brazil
After 15 successful years, the Active Cosmetics Division continues to maintain its leadership in the Brazilian dermocosmetics market(1). In 2015, the highlights were skincare successes, the opening of new dermacenters, and the launch of Dermaclub, a programme for sharing content with consumers.
Since its arrival in 2000, LA ROCHE-POSAY has had a string of successes: the launch of Effaclar K in 2002 and the Kerium line in 2005, as well as the first nationwide skin cancer prevention campaign in 2009. After conquering the number one spot in the market in 2012(2), LA ROCHE-POSAY’s 2015 portfolio includes more than 30 products specially designed for the country. A striking illustration of how this European brand has adapted to meet the needs of its consumers all over the world.
+18.3% Like-for-like sales growth of the Active Cosmetics Division in Brazil in 2015
In 2015, the Division’s growth in Brazil was driven by the fine performance of its three brands. It was a good year for VICHY that took 4th place in the Brazilian dermocosmetics market(3), which was selected for the initial launch of Neovadiol Concentrate. LA ROCHE-POSAY confirmed its popularity in Brazil with some seven million “Skin Checkers”. As for SKINCEUTICALS, the brand is launching a “Checkmate on Oily Skin” campaign to promote a routine featuring two of its products, and has also made a good start with Resveratrol BE. The brand is now recommended by some 2,500 Brazilian doctors(4).
Dermacenters conquering Brazil
L’Oréal Brazil is a local relay of the strategy to modernise distribution, particularly through drugstores, the Division’s main channel in this country. In São Paulo and Rio de Janeiro, the group is opening its first Brazilian dermacenters, which are exclusively dedicated to selling LA ROCHE-POSAY, VICHY and SKINCEUTICALS products. Dermo-advisors at these points of sale share their expertise and recommend the appropriate skincare routines, to provide real added value and a unique consumer experience.
We are the dermocosmetics leader thanks to innovation which is part of our DNA. We were the first to benefit from enhanced visibility in the country’s drugstores and now in our own dermacenters
Julia Sève
Managing Director of the Active Cosmetics Division in Brazil
Closer to consumers with digital
In spring 2015, the Active Cosmetics Division started its first consumer relations programme: Dermaclub. This platform provides web users with unique access to the expertise of partner dermatologists, and to skincare tips and advice. It is also a customer loyalty tool: users are instantly kept up-to-date with brand news and launches, and can earn points. With some 200,000 visits since the launch, the initial results of this digital initiative are very encouraging.