ANNUAL report 2011

In The KInGDOM OF
medicalised
aestHetics
In Brazil, dermatologists are rather like beauty coaches.
Women often consult their dermatologist for aesthetic reasons, and
the great majority of dermocosmetic products are sold on prescription.
Driven by this phenomenon, the Active Cosmetics Division is investing even
more into medical detailing and recorded its highest growth rates in Brazil.
The third largest cosmetics market in the world (1) , Brazil became
the division’s third country in 2011. For beauty-health brands,
the country offers many major advantages: the boom in the young
middle class, its appetite for cosmetics products, and its strong
medical awareness about all aesthetic matters. This is reflected in
the increasingly powerful community of dermatologists and
their firmly established role in women’s everyday lives.
Adapting products to the local environment is another key to success for
Vichy, La roche-Posay and innéoV which develop specific formulations
based on local evaluation. Examples include the dry-touch textures
of the suncare lines Capital Soleil by Vichy and the latest innéoV Nutricare
product, specially developed to suit the beauty and volume of Brazilian hair.
Normaderm by Vichy has also built its success on formulas adapted to
skin which tends to be oily, and in very accessible mini-formats.
Finally, the roll-out of sKinceuticaLs and roGer&GaLLet,
newcomers to the world of Brazilian dermocosmetics, is opening up new
potential and represents an important development for the division.
(1) Source: L’Oréal estimates.
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