NEW YORK — Despite all the chatter about consumers tightening their belts, one upscale skin care brand is finding its performance outpacing the category.
Industry sources estimate La Roche-Posay is outstripping drugstore competitors in the facial and sun care market by nearly 10 times. Sold in drug chains Duane Reade and CVS, as well as derm offices, La Roche-Posay appears to be building a word-of-mouth following. The chains stock La Roche-Posay in skin care areas that also often include Vichy, Avene and Lierac.
The L’Oréal owned brand — named after a small village in France known for its selenium rich thermal spring water, an ingredient in many of the line’s formulas — is available in 700 doors and just under 3,000 dispensing physicians’ offices, as well as online. There are two types of retail distribution. One is in Dermo Skin Care Centers staffed by trained beauty advisors. Another is at the pharmacy counter in certain stores where consumers can seek advice from pharmacists.
La Roche-Posay expanded its distribution to select U.S. mass doors in 2006 to offer an easier way for shoppers to buy products recommended by derms. “More than 25,000 derms worldwide recommend La Roche-Posay and we have a high efficacy rate,” explained Yannick Raynaud, general manager of La Roche-Posay. “We wanted to make it easier for consumers to buy it.”
What has been particularly eye-opening for retailers has been the business building opportunities provided by La Roche-Posay. Using data from CVS’ Extra Care customer rewards program, CVS found La Roche-Posay is the highest loyalty skin care product among ExtraCare members within the Healthy Skin Care Center brands.
Additionally, more than 40 percent of the La Roche-Posay shoppers are new to CVS’ skin care centers, which La Roche-Posay executives believe suggests the line helps attract more shoppers to the area.
“The American consumer is no nonsense and doesn’t want products that promise but don’t deliver what they claim,” said Raynaud, who added the line goes through stringent clinical testing.Retailers with experience with the brand also said consumers like the texture of La Roche-Posay, which is not as dense as other skin care treatments. They added the straight forward and “simple” packaging attracts shoppers looking for serious skin care solutions.
A star item for La Roche-Posay has been Anthelios, a sun care item, which features the first new sun filter in a sunscreen approved by the FDA in 18 years. Company officials hope to keep the ball rolling with new items. One is Mela-D Serum Anti-Dark Spot Concentrate, a serum clinically proven to correct dark spots and even skin tones. Mela-D Serum Anti-Dark Spot Concentrate works synergistically by combining three unique ingredients for professional-grade results at home in as little as eight weeks without irritation. The product carries a suggested retail of $55.
Another is an acne product called Effaclar AI Intensive Acne Spot Treatment. Unlike some products on the market, which target teenagers, acne also affects 50 percent of adult women. Effaclar AI Intensive Acne Spot Treatment is created to visibly reduce stubborn and inflammatory acne in only three days while minimizing irritation. The suggested retail is $29. Additionally, there is Derm Aox, the first antigylycation and anti-oxidation serum designed to slow the skin aging process and provide smoother wrinkles. It retails for $55.
In total, there are 54 stock-keeping units presented in about three feet.
While consumers may be doing without or paring back in some beauty categories, skin care is one they won’t give up. “Skin care is still one of the growth producing categories for beauty.I believe customers are open to shopping in many different avenues today — partly driven by the economy, partly driven by the need for added convenience, and partly driven by the fact that information and education is so easily accessed on products and companies through the internet,” said Kathy Steirly, a former retailer who owns her own consulting company, Kathy Steirly and Associates, designed to help get products to market.
In her opinion, there are opportunities for more clinical skin care brands — even those cracking $30 price points. As more chains seek to make their environment different than the competition, dermatological skin care can provide a point of differentiation. “New technology and the availability of higher end brands and selection of skin care products definitely have a future in the drug channel,” she added.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye