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L’Oréal and Droga Raia open the first kiosk dedicated to dermocosmetics in Brazil

Dermocosmetics customers can now find La Roche-Posay, Vichy and SkinCeuticals products all under one roof at Brazil’s first Dermacenter kiosk.

The new space opened its doors at Morumbi Shopping, southern São Paulo, and is an initiative of L’Oréal’s Active Cosmetics Division – which encompasses the three brands – in partnership with drugstore chain Droga Raia. Located on the mall’s ground floor, it has 9 m2 and over 130 items on display.

Dermacenter offers over 130 products of brands La Roche-Posay, Vichy and (...)

Dermacenter offers over 130 products of brands La Roche-Posay, Vichy and SkinCeuticals

La Roche-Posay, Vichy and SkinCeuticals products are currently available in pharmacies and drugstores, but Dermacenter offers an advantage over other points of sale – the assistance of specialized consultants, who can advise on any specific queries, provide information on how to use the products and help customers with sampling. They also educate consumers on the importance of seeing a dermatologist on a regular basis.

L’Oréal and Droga Raia expect that the new kiosk at Morumbi Shopping, which is visited by around 1.8 million shoppers every month, will lead to monthly sales equivalent to two high-performance drugstores. This business model has already been successfully tested in countries such as Argentina, Chile, Mexico and Colombia.

Dermacenter kiosk at Morumbi Shopping, in São Paulo

Dermacenter kiosk at Morumbi Shopping, in São Paulo

According to Délio de Oliveira, manager of L’Oréal’s Active Cosmetics Division in Brazil, the services offered at Dermacenter are an addition to dermatologist visits and aim to reach out to consumers who are not familiar with the dermocosmetics category but are loyal cosmetic users and eager for information.

The Active Cosmetics Division brands meets a range of different skin care needs. Its products deliver clinically proven results and are endorsed by dermatologists around the globe. The division debuted in Brazil in 2000 with La Roche-Posay.

© 2015 - Brazil Beauty News - www.brazilbeautynews.com

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