L’Oréal partners with Walgreens to expand La Roche-Posay and Vichy Laboratoires into US

French cosmetics manufacturer L’Oréal Group has announced the expansion of its two dermatological skin care brands, La Roche-Posay and Vichy Laboratoires, into select Walgreens locations in the US.

The firm said it will promote the brands with a tablet interactive process that will help consumers by focusing on their concerns and needs, which aims to bring brands with their medical heritage and expertise to the pharmacy retailer.

According to the company, the process will also guide the consumers in selecting the products and also offer information and advice about skin care products from cleanser to sunscreen.

Beginning from August 2012, the products will be featured in a kiosk concept at select Look Boutiques and other top beauty Walgreens locations across the US, which aim to engage shoppers with a tablet experience that will offer information and tips and suggestions about skin care.

The company said the Dermatological Skincare experience will also furnish an educational component where consumers can look into the brands’ skin care secrets or get a dermatologist’s advice.

The firm said in addition to tablet experience, customers will be allowed to scan a product’s UPC code to get information about the features, benefits and ingredient details of the products.

L’Oréal said Vichy Laboratoires will offer French beauty secrets, and the La Roche-Posay will deliver board-certified dermatologist advice.

L’Oreal active cosmetics division president Henric Sark said the firm’s main objective of collaboration with Walgreens is to improve the level of results and satisfaction by helping customers to make the right choice.

"To do this, we have worked together to provide advice and in-depth information, either through the trained beauty advisor or the interactive tablet, and also by offering products that can deliver the results, that are backed by science, proven effective and safe. This educational approach and the new merchandising concept show that La Roche-Posay and Vichy Laboratoires are on the cutting edge of technology not just in skincare, but also in reinventing the skincare shopping experience," said Sark.