Rafah Crossing 'never been closed for one day' from Egypt: PM    Egypt will keep pushing for Gaza peace, aid: PM    Remittances from Egyptians abroad surge 70% YoY in July–May: CBE    Sudan's ambassador to Egypt holds reconstruction talks on with Arab League    Egypt's current account gap narrows, but overall BoP records deficit    Al-Sisi urges accelerated oil, gas discoveries, lower import bill    SCZONE signs $52.6m textile industry deals during China investment tour    Egypt hosts international neurosurgery conference to drive medical innovation    Egypt's EDA discusses Johnson & Johnson's plans to expand investment in local pharmaceutical sector    I won't trade my identity to please market: Douzi    Sisi calls for boosting oil & gas investment to ease import burden    EGX to close Thursday for July 23 Revolution holiday    Egypt, Senegal sign pharma MoU to unify regulatory standards    Famine kills more Gaza children as Israel tightens siege amid global outrage    Kuwait's Crown Prince, Egyptian minister discuss strengthening cooperation    Egyptian Drug Authority discusses plans for joint pharmaceutical plant in Zambia    Egypt's FM seeks deeper economic, security ties on five-nation West Africa tour    Two militants killed in foiled plot to revive 'Hasm' operations: Interior ministry    Egypt, Somalia discuss closer environmental cooperation    Egypt foils terrorist plot, kills two militants linked to Hasm group    Giza Pyramids' interior lighting updated with new LED system    Egypt's EHA, Huawei discuss enhanced digital health    Foreign, housing ministers discuss Egypt's role in African development push    Korea Culture Week in Egypt to blend K-Pop with traditional arts    Egypt reveals heritage e-training portal    Three ancient rock-cut tombs discovered in Aswan    Sisi launches new support initiative for families of war, terrorism victims    Egypt expands e-ticketing to 110 heritage sites, adds self-service kiosks at Saqqara    Egypt's Irrigation Minister urges scientific cooperation to tackle water scarcity    Palm Hills Squash Open debuts with 48 international stars, $250,000 prize pool    Egypt's Democratic Generation Party Evaluates 84 Candidates Ahead of Parliamentary Vote    On Sport to broadcast Pan Arab Golf Championship for Juniors and Ladies in Egypt    Golf Festival in Cairo to mark Arab Golf Federation's 50th anniversary    Germany among EU's priciest labour markets – official data    Paris Olympic gold '24 medals hit record value    A minute of silence for Egyptian sports    Russia says it's in sync with US, China, Pakistan on Taliban    It's a bit frustrating to draw at home: Real Madrid keeper after Villarreal game    Shoukry reviews with Guterres Egypt's efforts to achieve SDGs, promote human rights    Sudan says countries must cooperate on vaccines    Johnson & Johnson: Second shot boosts antibodies and protection against COVID-19    Egypt to tax bloggers, YouTubers    Egypt's FM asserts importance of stability in Libya, holding elections as scheduled    We mustn't lose touch: Muller after Bayern win in Bundesliga    Egypt records 36 new deaths from Covid-19, highest since mid June    Egypt sells $3 bln US-dollar dominated eurobonds    Gamal Hanafy's ceramic exhibition at Gezira Arts Centre is a must go    Italian Institute Director Davide Scalmani presents activities of the Cairo Institute for ITALIANA.IT platform    







Thank you for reporting!
This image will be automatically disabled when it gets reported by several people.



Local beauty market welcomes new revolutionising brand
"Egypt is a strong dermocosmetic market; there are 5,000 active dermatologists in Egypt"
Published in Daily News Egypt on 24 - 11 - 2015

Almost a century ago, one phenomenal doctor discovered the secret of healthy and exceptional skin. The doctor did not create a formula or invent a chemical equation. Instead, he resorted to nature.

Vichy is a French city that harbours the world's richest water only available at the city's volcano. Each water drop includes 15 different minerals that fortify and enrich the skin.

For years, Vichy dominated international markets as the world's most loved dermocosmetic brand; however, the Egyptian market was left yarning for its share. Eventually, L'Oreal Egypt announced a few days ago at the historical Ritz Carlton Hotel that it is finally time for locals to enjoy their advanced technology.

Daily News Egypt met with Managing Director of L'Oreal in Egypt Benoit Julia, General Manager of Active Cosmetics at L'Oreal Egypt Ahmed Wagih, and Managing Director of L'Oreal Active Cosmetics in Africa and the Middle East Philippe Mottard to learn more about the brand, as well as the indications of their milestone.
What makes Vichy different from all other L'Oreal brands?
Wagih: To me, Vichy is a brand that caters for women during all stages of their lives. The most important thing that truly distinguishes the brand is the fact that it is based on Vichy thermal water, which is known to be fortifying, regenerating, and rebalancing. The water is more energetic and healthier than normal water, which helps the skin be healthier.
We also have ranges that can satisfy women during different stages of their lives; anti-wrinkles cream, sun protection, anti-pigmentation, and others.
Why did you choose this particular time to enter the Egyptian market?
Julia: L'Oreal's subsidiary in Egypt is quite young since it was only established in 2009. The active cosmetics department, which includes Vichy, La Roche-Posay, and a few others started in 2013. So we decided to start the division with La Roche-Posay because it is the one that is prescribed by dermatologists to give us the opportunity to network with the doctors.
Only two years later, we are here to introduce Vichy, the perfect timing to gain from our experience and current network to launch Vichy. Our timing is not really linked to the events taking place locally it is about the way we have been building brands since the inception of this subsidiary.
Mottard: Egypt is a strong dermocosmetic market; there are 5,000 active dermatologists in Egypt. Therefore, all specialised brands from around the world strive to present their products here.
What are you investing to promote and market Vichy?
Wagih: Our business model depends on pharmacists and dermatologists since we believe that medical prescriptions supported by the advice of pharmacists and our representatives inside the pharmacies are the best way to deliver information about our brand to patients and consumers.
How do you work on attracting new consumers?
Wagih: We invested in different areas. For example, we are currently focusing on digital platforms since we believe it is the best way to communicate with consumers and get closer to them. We plan to be a leader in this area because we know that the market is currently developing in this direction and we are also aware that it is our responsibility to lead in this part.
Ahmed Wagih, General Manager Active Cosmetics L'Oreal Egypt discussing medicine and cosmetics during the launch
(Photo Handout)
Vichy is highly successful worldwide; in your opinion, what is the reason behind this success?
Mottard: It is historical, it was the first dermocosmetic brand to launch worldwide. It also embraces L'Oreal's magic trio – efficiency, safety, and innovation – which corresponds to what the consumer wants. It also includes diverse categories that cater for all needs related to healthy skin. To sum it up, Vichy represents good value for money.
Wagih: Consumers are very health conscious and are moving towards areas they can trust and places where they can find proper advice, which is why they refer to dermatologists and pharmacists. Vichy today stands with strong and trustable base of information that consumers can make use of and understand.
How vast is L'Oreal's presence in Egypt in terms of factories, brands, and work force?
Julia: We established the subsidiary in 2009 so our Egyptian presence is still quite young. In the beginning of 2015, we inaugurated our first factory, which was in the making since 2013, and is a big investment. In term of brands, we currently have 15 international brands after the launch of Vichy.
As for the work force, we have just over 100 employees in L'Oreal Egypt plus 200 employees in the factory.
What are L'Oreal's future plans in Egypt?
Julia: Today we have 15 brands from L'Oreal in Egypt and our total number of brands is 32. Without revealing any key strategic information, all brands that are relevant to Egypt will come here at the right time.


Clic here to read the story from its source.