By  on August 17, 2012

In 2002, L’Oréal imported two successful European skin-care lines — Vichy Laboratoires and La Roche-Posay — to U.S. drugstores. To accommodate these new offerings, the stores created dermatology departments, which also featured the sensitive skin-friendly Avene line, a favorite in European apothecaries. The first to add these kinds of derm departments were CVS, Brooks Drugs and Duane Reade.

Retailers liked the upscale presentations because the lines helped elevate the ambience of the entire beauty department, not to mention that the use of a counter to perform skin-care analysis provided a home for drugstore beauty consultants. The past 10 years yielded great learnings for L’Oréal executives, who now have another avenue to expand La Roche-Posay and Vichy in the U.S.

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