How L’Oréal’s La Roche Posay, Skinceuticals And CeraVe Are Outperforming The Market In Travel Retail. Anne-Laure Lecerf Interviewed.
5 minutes read
Introduction by: Peter Marshall
To say that La Roche Posay, Skinceuticals and CeraVe are outperforming the market would be an understatement – they are smashing it. This interview with Anne-Laure Lecerf, GM L’Oréal Travel Retail Worldwide, Dermatological Beauty & Professional Products Divisions, unveils the reasons for the success stories behind each of these brands, and talks about new products, greater accessibility, investments and geographic expansion. In turbulent times for the category, it’s great to feature how success like this can be achieved.
PM: Hello Anne-Laure, it’s great to interview you again on trunblocked.com. How have your three key brands – La Roche-Posay, Skinceuticals, and CeraVe – performed in travel retail over the last 12 months?
ALL: While the market suffered (-12% overall), our brands are doing exceptionally well, showing double-digit growth across the board. CeraVe, in particular, has had an excellent start at European airports.
PM: That’s quite extraordinary in this marketplace. So, let’s start with La Roche-Posay. Its mission is to make dermocosmetics accessible, especially for sensitive skin. What are its main strengths?
ALL: La Roche-Posay is more than just being about accessibility. La Roche-Posay is a dermatology pioneer and the number one brand, recommended by over 100,000 dermatologists. Our USP is pioneering dermatology to address the most severe cases, while making consumers’ lives better. We offer unparalleled tolerance for sensitive and fragile skin and also treat various pathologies like acne, eczema, or hyperpigmentation (with successes like Mela B3). As a purpose-native brand, we are also active in melanoma prevention (for example, Anthelios 400) as well as supporting cancer patients, with products like Cicaplast Balm B5 for instance.
PM: What new products are coming to travel retail?
ALL: For La Roche-Posay, the Effaclar patch, which acts against pimples in three hours, is highly relevant for travelers.
We’ll also launch two Travel Retail Exclusive sets: a complete suncare routine and an SOS repair kit (based on Cicaplast) for post-sun exposure.
PM: La Roche-Posay has also pioneered beauty tech tools. What innovations can travel retail look forward to?
ALL: The deployment of the UV camera, a proven success for recruiting travelers and demonstrating sunscreen efficacy, continues rapidly – like in Oslo with 100% conversion. The Kérastase hair and scalp diagnostic scanner will also be scientifically improved.
PM: How does La Roche-Posay ensure product safety and efficacy and transparency despite regulatory variations?
ALL: All our products undergo strict controls, and our formulas are continuously “cleaned” to maximize tolerance by removing potentially irritating ingredients. We comply with all local legislations, with specific tests to guarantee consistent tolerance and efficacy worldwide.
PM: What activations are you particularly proud of?
ALL: The activation at Oslo Airport for the launch of Anthelios UV Air was a huge success. Its airy texture is a true innovation for those who dislike the feel of sun creams. The event, featuring dermatologists and a UV camera, helped convince the public of the formula’s efficacy and lightness.
PM: So which markets are you targeting for La Roche-Posay’s future growth?
ALL: We anticipate further double-digit growth. We will significantly expand the brand beyond the distribution pyramid, particularly in Southeast Asia, the northern United States, and secondary airports across Europe. The goal is to make La Roche-Posay accessible to as many people as possible.
PM: Let’s move on to CeraVe. What are its key ingredients, and is it suitable for all skin types?
ALL: CeraVe suits all skin types and all ages, including Gen Z and men, for hydration, cleansing, and acne. Key ingredients vary by product: hyaluronic acid in cleansers, Vitamin B3 in moisturizers, and salicylic acid for exfoliation. CeraVe is a brand very popular for Gen Z, who will represent 35% of the Travel Retail beauty market by 2028. In 2025, CeraVe will enter Travel Retail with pilots in Europe and Asia. It is the dermatological gem of the portfolio and L’Oréal’s generational conquest weapon.
PM: How do you collaborate with dermatologists for this brand, and is it different from La Roche-Posay?
ALL: All our products are dermatologically tested and recommended by dermatologists, especially in the US. While La Roche-Posay is recommended for skin diseases, CeraVe is more for dryness and acne. “Derm influencers” are crucial, especially for young people, as trust in dermatologists is paramount for efficacy.
PM: How will you innovate for CeraVe, given the increasing demand for active ingredients?
ALL: We will launch affordable discovery kits, specifically for travel retail, along with new product categories.
PM: And Skinceuticals? What defines it as a brand and distinguishes it from other skincare brands?
ALL: Our target is the 800 million aesthetic procedure seekers globally, or those desiring highly effective skincare. The price reflects the concentrated pure active ingredients and superior efficacy. Airport presence is a positioning strategy, creating a memorable brand experience.
PM: Is the price justified?
ALL: Yes, the price is explained by the very high concentration of pure active ingredients and the exceptional efficacy of our formulas. When it comes to efficacy, it ultimately boils down to personal choice.
PM: Do your airport outposts justify the cost?
ALL: In terms of brand image and long-term perception, I don’t think in terms of cost. It’s obviously very hard to measure. But being exposed to the experience of a brand like Skinceuticals is something that marks you for life. That experience is precious.
PM: The ‘Prevent, Protect, Correct’ philosophy is central to the brand. What’s next to maintain your position?
ALL: The philosophy of L’Oréal Dermatological Beauty is to partner with doctors. When it comes to aesthetic procedures, this pairing creates a special symbiosis. It’s the very foundation of the brand long-term, and it’s also the future.
PM: And what’s in store for travel retail this year?
ALL: In terms of products, most will be revealed in Cannes. What I can tell you is that we are opening in North Asian airports (e.g., Shanghai Pudong, Changi Singapore). This is a real game-changer as we weren’t there before, and it makes the brand far more accessible, especially for the many Chinese travelers.
PM: To bring it all together across the three brands, is there a single statement you can make to keep these brands top-of-mind for the travel retail business community?
ALL: A single statement, no. A few more, yes! We have three dynamic brands here, significantly ahead of the market, and we’re the only company truly investing in developing new products.
Firstly, across all three brands, it’s about expansion and increased accessibility, as illustrated by our new openings for Skinceuticals. Secondly, we are fueling the business with major
Innovations: an Age Serum for Skinceuticals, the Effaclar patch from La Roche-Posay, and best-seller TREX kits to recruit and retain consumers. Finally, our strength lies in the specificity of our dermatological skincare, which consistently provides efficiency – because the common purpose for all brands is their endorsement by dermatologists, doctors, and aesthetic doctors, always delivering the best value for money.
PM: A significant statement to end this conversation. Thank you for your time, Anne-Laure.
ALL: Thank you very much, Peter.
