The product technologies and benefits offered by dermocosmetics brands have led to one in two customers being recruited to the travel retail channel and 80% of purchases being incremental, according to L’Oréal Travel Retail.
Brands like Vichy and La Roche-Posay blend cosmetics and pharmaceuticals to offer therapeutic, dermatologist-backed skincare that targets specific concerns. At the L’Oréal Dermacenters, personalised diagnostics are used to guide recommendations. Thematic animations focus on key skincare concerns such as: ‘Healthy Skin Under the Sun’; ‘Pollution and UV’; and ‘Anti-aging for Sensitive Skin’, while consultants offer travellers personalised skincare routines and product recommendations.
According to L’Oréal, such a specific, bespoke offer enhances the traveller’s shopping experience and has led to increased sales.
In one example, a recent La Roche-Posay Skin Checker campaign encouraged travellers to take a simple check that looked at the health of any moles on their skin.
La Roche-Posay has also just launched what is, according to L’Oréal, a ‘revolutionary innovation’: the first connected, stretchable UV patch. This ultra-thin, ultra-water resistant patch, which is suitable for sensitive skin, works with a My UV Patch app to provide customers with personalised information following sun exposure.
As the industry adapts to offer consumers an experience that goes above and beyond the traditional duty free transaction, L’Oréal believes the Dermacenters have hit on a winning formula.
