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The DermaCenters’ store designs have a strong pharmaceutical feel |
“Health is the future of beauty” according to L’Oréal, reporting on the performance of the first Dermacenter stores to open in travel retail. The stores showcase the L’Oréal dermocosmetic brands Vichy and La Roche-Posay.
The global travel retail debut of the Dermacenter concept took place almost a year ago, November 2014, with the opening of a 33sq m door featuring Vichy and La Roche-Posay at the DFS T Galleria Chinachem in Hong Kong.
Since then, others have opened in Haitang Bay (CDFG), Iguazu Duty Free (London Supply), Bangkok downtown (King Power), Hong Kong-Hysan (DFS) and Seoul (Lotte Duty Free). The first two travel retail counters in Europe also opened in Oslo Airport, featuring the brands’ distinct pharmaceutical look.
L’Oréal reported that the first results of Dermacenter in travel retail are “very promising”. On the basis of this success more travel retail doors are set to open across Asia, the Americas and Europe in 2015 and 2016.
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Consumers are switched on to skincare that protects the health of their skin, said the brand owner |
Dermocosmetics brands formulate their products to address health issues, working to preserve, treat and heal the skin, noted L’Oréal. Vichy and La Roche-Posay products are tested under medical control and recommended by health professionals, adding a medical dimension to skincare, it noted.
The Dermacenter’s focus is on normal to sensitive skin types and consumers are invited to make use of The Healthy Skin Check-Up tool, used by the DermoAdvisors to personalise their recommendations.
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The Dermacenters aim to offer a professional and personalised diagnostic service |
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According to the brand owner, consumers today are more aware of the effects of lifestyle and environmental factors such as pollution on their skin. This has led to a more informed shopper who looks for products which deliver more than just surface results, said L’Oréal.
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Vichy Aqualia Thermal: one of the highlighted Dermacenter brands |
All travel retail Dermacenters offer exclusives across the best-selling ranges, which include Vichy, Aqualia, Thermal and LiftActiv and La Roche-Posay, Tolériane and Effaclar.
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The Dermacenters have been rolled out to Bangkok (above and below), Hysan Place (third image down) and Iguazu (bottom) among others |
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