The incredible success of health and beauty brands

Consumer expectations focused on skincare and cleansers, which were particularly successful thanks to their efficacy and tolerance. Daily mask-wearing and constant hand sanitiser use required by public health measures left sensitive skin irritated and fragile. As a result, demand grew for safe, effective, healthcare professional-recommended products perfectly suited to sensitive or problem skin (prone to acne or eczema, etc.).  

The dermocosmetics brands met with great success in the United States in 2020, particularly CeraVe, which had an exceptional year in its traditional market. But what’s behind this success? First, CeraVe benefits from strong legitimacy since its skincare products are developed with dermatologists. Second, the affordable brand also enjoys heightened recognition thanks to the internet and particularly social networks, TikTok and YouTube, where it reaches younger generations. La Roche-Posay, the leading brand recommended by dermatologists worldwide , also accelerated strongly in the United States thanks to a model based on three pillars: the recommendation of healthcare professionals, a trust-based relationship with consumers, and a strong online presence.  

In China, SkinCeuticals stood out with remarkable growth. One of its major assets is a multichannel distribution network including doctors’ office, e-commerce and stores, from boutiques to flagships. The brand perfectly meets consumer expectations in the Chinese market, where aesthetic procedures are booming. Complementary professional and in-home treatments are growing alongside them. Moreover, SkinCeuticals provides exclusive training for doctors to learn more about pairing its products with procedures but also about running a business and leadership. For example, the pure vitamin C antioxidant serum can be combined with in-office laser treatment for optimal tolerance and complementarity.

Vichy remains the anti-ageing leader in Europe  thanks to its star products: Liftactiv Collagen Specialist cream and Liftactiv Peptide-C ampoules. These successes were joined by the launch of Liftactiv Supreme H.A. Epidermic Filler, a face and eye serum featuring a powerful combination of 1.5% hyaluronic acid, vitamin Cg and peptides.