NEW YORK — Walgreens is raising its profile in dermatological skin care with L’Oréal’s development of a new kiosk to merchandise the company’s La Roche-Posay and Vichy Laboratoires brands.
On Monday, L’Oréal and Walgreens’ executives will join together at a ribbon cutting in Buffalo Grove, Ill., to mark a major rollout of the dermatological brands at the chain.
According to Henric Sark, president, Active Cosmetics Division at L’Oréal USA, this kicks off growth that will put La Roche-Posay and Vichy Laboratoires in 3,000 total retail doors in the U.S. by the end of 2012.
“We are taking a big step and making a statement,” said Joe Magnacca, Walgreens’ president of daily living products and solutions. Referring to the chain’s commitment to dermatology brands, he added, “It’s a great segment and we want to offer more prestige skin to take a leadership position.”
Walgreens plans either a full-line department with several derm brands or a new workhorse to L’Oréal’s, which is an end-cap kiosk to be implemented in the chain’s top beauty doors.
The kiosk, or boutique as L’Oréal terms it, is a pared down version of existing derm full- line departments merchandised in some doors. The boutique houses about an equal number of stockkeeping units of La Roche-Posay and Vichy, along with a unique educational tablet that can be used by Walgreens’ beauty advisers or by the customer herself.
The tablet helps customers with skin concerns and needs, while also guiding them to the selection of items ranging from cleansers to sunscreens. Users can get dermatological advice and scan a product’s UPC code to instantly see the features, benefits and ingredient details.
According to L’Oréal, as many as 54 percent of Americans don’t buy the right skin care for their skin conditions. Consumers in stores can use smartphones to link to special educational videos from La Roche-Posay called “Dermatologist By Your Side” for immediate education.
In the tradition of L’Oréal, the growth of the derm lines since 2002 has been gradual to allow for retailer and consumer feedback. “We now have a better learning of the U.S. market,” said Sark, who took on his role three years ago after garnering experience throughout Europe, where dermatological brands have a huge following.
The boutique approach solves retailers’ needs for a space-efficient avenue to install derm skin care in more stores.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast