What is behind L’Oréal Active Cosmetics’ new identity?

By Julia Wray | Published: 20-Feb-2023

The division, which includes L’Oréal’s Vichy, SkinCeuticals and La Roche-Posay brands, will now be known as L’Oréal Dermatological Beauty

L’Oréal Active Cosmetics has revealed a new identity: L’Oréal Dermatological Beauty.

According to a LinkedIn post shared by the Worldwide President of L’Oréal Dermatological Beauty, Myriam Cohen-Welgryn, the move is more than a mere name change. 

“It helps us stand more clearly for who we are: brands that accompany dermatologists, paediatricians, pharmacists in the daily support to their patients,” she said.

“A community of 7,500 passionate people committed to change people’s lives and increase access to skin health, to everyone, everywhere.”

In her post, Cohen-Welgryn cited the 2 billion people suffering from skin issues today as being behind the business’ decision to shift towards the support of medical professionals. 

The newly-named L’Oréal Dermatological Beauty groups together the same brands as the former Active Cosmetics division, namely La Roche-Posay, Vichy, CeraVe, Decléor, SkinCeuticals and the recently-acquired Skinbetter Science

An official video accompanying Cohen-Welgryn’s announcement, stated: “With the passing of time and external daily aggressions, skin pathologies are on the rise. 

“Furthermore, with the drastic shift to online communications, we are more concerned with beauty and healthy ageing. 

“Here lies the responsibility of L’Oréal Dermatological Beauty: to rebuild our confidence and self-esteem through the health and beauty of our skin.”

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