Loreal 2012 Annual Report Download - page 64

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ACTIVE
COSMETICS
High-profile launch
for Idéalia
It all began with an exploratory ethnog-
raphic study, in which women the world
over were asked about their perception
of ideal skin: healthy skin without visible
pores, blemishes or wrinkles. The answer to
these women’s expectations was Idéalia,
the first skincare product to create “ideal
skin” by refining its texture, unifying the
complexion and smoothing out lines and
wrinkles. The powerful ingredient at the
heart of the formula is kombucha, a thou-
sand-year-old active health ingredient
produced by the biotechnological fer-
mentation of black tea. This flagship
launch has already secured a following:
Idéalia is in the top five on the anti-ageing
skincare market in European pharmacies (1).
Dercos Neogenic:
the Stemoxydine revolution
In 2012, VICHY launched the hair redensifi-
cation treatment Dercos Neogenic with
Stemoxydine, a patented high-perfor-
mance molecule designed to stimulate the
stem cells that generate new hair. The
product, sold as a lotion in single-dose vials
inside a strikingly modern box, was launched
exclusively in European pharmacies, and
chalked up record sales in France, Spain
and Italy (2).
Further advances in
international development
Traditionally strong in Europe, the brand
has continued to gain market shares there
in anti-ageing facial skincare, its core busi-
ness, thanks to the combined success of
the new Idéalia franchise and of Liftactiv
Serum 10, with highly concentrated rham-
nose. VICHY is now also stepping up its in-
ternationalisation. In Asia, new distribution
channels such as drugstores and stores
are proving very promising. In Brazil, the
sales model, which is based on dermato-
logical prescription of suncare and anti-
ageing skincare, is highly effective. Finally,
in the United States, a market that is just as
recent for the brand, VICHY is helping to
found the dermocosmetics sector.
A VICHY SALES OUTLET
IN HEBEI PROVINCE, CHINA
For VICHY, the new distribution channels
in Asia are extremely promising.
1. REDERMIC [R]
Anti-wrinkle skincare with a gradual
retinol release formula.
2. ANTHELIOS AC
A specific product for oily skin that
is prone to acne and sun-sensitive.
(1) Source: IMS Pharmatrend panel, anti-ageing products Europe 8, 2012 market share value. (2) Source: IMS Pharmatrend
anti-hairloss market, September-December 2012, France, Italy, Spain, market share value.
62