The anti-aging market, worth billions of RMB, never lacks fresh and exciting developments, always anticipating new transformations. Undoubtedly, technology plays a crucial role in revolutionizing the anti-aging market.
Earlier this year, L’Oréal officially announced the renaming of its Active Cosmetics Division to the Dermatological Beauty Division. As a core brand within L’Oréal’s Skin Science Beauty Division, LA ROCHE-POSAY has clearly taken significant strides towards a more professional, scientific, and precise direction.
In November of this year, during the 6th China International Import Expo (CIIE), LA ROCHE-POSAY unveiled its new anti-aging product line, the LA ROCHE-POSAY Redermic Collection, showcasing the groundbreaking REGENAMIDE-22™ photomodulating anti-aging technology, a global first from L’Oréal. How will this milestone technology help LA ROCHE-POSAY advance in the field of skin science beauty? In light of this, CHAILEEDO interviewed Ms. Meng Yingqi, the Brand Director of LA ROCHE-POSAY, aiming to explore the future direction of a professional scientific beauty brand.
Breaking barriers and innovating: LA ROCHE-POSAY’s new approach
The booming anti-aging market isn’t a recent phenomenon. According to CHAILEEDO data, consumer interest in anti-aging has been steadily increasing since 2015 or even earlier, and the market has shown consistent growth in recent years.
However, compared to ten or even five years ago, the anti-aging market has undergone a revolutionary transformation. The catalyst for this change lies in consumers’ increasing awareness and demand for professional and scientific skincare. That’s why “skin science beauty” has become the direction of transformation for major brands in recent years.
According to Ms. Meng Yingqi, the Brand Director of LA ROCHE-POSAY, professional scientific skincare products in China are experiencing rapid development. Compared to international consumers, Chinese consumers have higher demands for anti-aging products that are more specialized, precise, and tailored to their specific needs. Efficacy, ingredients, formulation, and texture are all key considerations for consumers. “Consumers want a product that not only offers anti-aging benefits but also suits their own skin.”
The launch of LA ROCHE-POSAY’s Regenmedic series is a continuation and advancement in response to this background.
During this year’s CIIE, LA ROCHE-POSAY, with 48 years of expertise in skin science, finally achieved a breakthrough in a specific segment. They not only announced the new anti-aging product line, the LA ROCHE-POSAY Regenmedic Series but also unveiled the cutting-edge photomodulating anti-aging technology, REGENAMIDE-22™, which integrates 30 years of scientific anti-aging research from the L’Oréal Group.
According to Frédérique Labatut, Head of LA ROCHE-POSAY’s Global Skincare Development Laboratory, the scientific foundation behind REGENAMIDE-22™ is based on the concept of “breaking barriers and innovating.” It includes a complex composition of multiple active ingredients that empower the skin, stimulate skin regeneration, and achieve structural remodeling, including collagen and elastin proteins. It provides a new scientific anti-aging solution for consumers with anti-aging needs.
Furthermore, to enhance the formula’s penetration, the REGENAMIDE-22™ photomodulating anti-aging technology utilizes a water-in-oil high-penetration network structure. It has a layered exterior structure with inner expanding gel particles that contain a large number of active ingredients. This allows for smoother penetration into the skin and is more suitable for delicate and sensitive skin experiencing issues.
Tests have shown significant improvements in subjects’ marionette lines, nasolabial folds, facial sagging, firmness, and elasticity after using products containing REGENAMIDE-22™.
In essence, LA ROCHE-POSAY’s introduction of the L’Oréal Group’s REGENAMIDE-22™ photomodulating anti-aging technology in the Regenmedic series aligns with the expanding billion-dollar anti-aging track. It offers a scientifically advanced skincare solution with better anti-aging effects for consumers seeking tangible skincare results.
“The launch of the LA ROCHE-POSAY Regenmedic series is our response to the concerns of Chinese consumers. We aim to meet their ever-evolving demands with more professional, safer, and more effective products,” said Meng Yingqi.
What is the problem, the solution lies within
“This is not watershed but continuity and advancement.” This is how Meng Yingqi responded when asked about the meaning of the new product line for LA ROCHE-POSAY.
In fact, as a skincare brand founded in 1975, LA ROCHE-POSAY has been conducting scientific research on problematic skin since its inception. They established the LA ROCHE-POSAY Skin Science Committee, dedicated to cutting-edge dermatological research and product testing. Decades of research have deepened LA ROCHE-POSAY’s understanding of problematic skin and strengthened its connection to dermatological science.
According to CHAILEEDO, the launch of the new product line by LA ROCHE-POSAY marks a milestone in the brand’s strategy towards refinement and specialization. It also signifies LA ROCHE-POSAY’s pioneering role in driving the transformation of L’Oréal Group in the field of dermatological cosmetics and embarking on a new journey of market exploration.
The most noticeable manifestation is the fresh visual identity of the LA ROCHE-POSAY Regenmedic series. The logo retains LA ROCHE-POSAY’s signature blue color tone and presents a more concise and atmospheric visual effect, highlighting the brand’s professionalism and effectiveness. The logo incorporates the symbol of the new anti-aging technology, REGENMEDIC, maintaining consumers’ memory of LA ROCHE-POSAY’s classic image while bringing a sense of novelty visually.
“Through the new visual design, we want to provide a refreshing feeling and deepen the connection between LA ROCHE-POSAY’s products, brand, and the image of dermatological science and professionalism,” said Meng Yingqi.
In the current market, most brands in the same category focus more on the functional appeal of “sensitive skin care.” However, Meng Yingqi believes that “skin problems” not only include sensitive skin but also encompass various areas and directions of care, such as oily and acne-prone skin, dryness, skin repair, and anti-aging. These are the issues that a brand focusing on “skin problems” should address for consumers. “LA ROCHE-POSAY has always wanted to provide Chinese consumers with more professional, safe, and effective products. Regardless of the type of skin problem, we hope consumers can find corresponding solutions in LA ROCHE-POSAY.”
In short, LA ROCHE-POSAY’s market philosophy is that “wherever there is a skin health problem, LA ROCHE-POSAY’s solution lies there.” Meng Yingqi revealed to CHAILEEDO that in the future, as consumer demands evolve and their expectations for product efficacy and functionality increase, LA ROCHE-POSAY will continue to provide further solutions in the corresponding areas.
It is because of this approach that LA ROCHE-POSAY is able to stand out in the highly competitive field of skincare for problematic skin and withstand growth pressures. According to the latest financial report from L’Oréal Group, driven by the EFFACLAR acne-clearing series, CICA PLAST recovery series, and UV protection products, LA ROCHE-POSAY’s brand growth in the mainland Chinese market ranks first in the dermatological cosmetics department, maintaining strong momentum for growth.
Focus, professionalism, expertise
In fact, the transformation of L’Oréal Group in the field of dermatological science reflects the higher demands of consumers in the current market for scientific skincare and beauty. The competition among brands has shifted from price and ingredient competition to a more targeted and scientific competition across all areas.
In Meng Yingqi’s view, in the past skincare market, many consumers might have followed skincare trends. However, today’s consumers have a stronger self-awareness. They research product ingredients and formulations and gather professional information and recommendations from various sources. They gradually form their own skincare philosophy, leading to an increase in specialized and rational consumer groups.
For LA ROCHE-POSAY, if they want to meet the increasingly strict market demands and continue to invest in dermatological research and strengthen collaboration with skin experts, it has become necessary.
Of course, bringing products to the market is only the first step in the brand’s continuous progress. As one of the early brands specializing in skincare and dermatological science to enter China, LA ROCHE-POSAY also upholds its own brand values.
“We hope to collaborate with more dermatological experts to bring consumers products that suit them and apply more research findings in practice,” said Meng Yingqi. LA ROCHE-POSAY has always been working with experts in dermatological science to spread professional knowledge about scientific skincare to consumers. They also pay attention to special groups by organizing dermatological clinics and supporting initiatives related to the skin health of cancer patients, fulfilling their social responsibilities. “LA ROCHE-POSAY hopes to not only extend their lifespan but also improve the quality of their lives.”
From the upgrade and iteration of classic products to the sunscreen black technology introduced earlier this year, and now to the new anti-aging product line, LA ROCHE-POSAY has always upheld a spirit of professionalism and science. They continuously expand the boundaries of dermatological science brands, becoming a worthy transformer and leader in the skincare for problematic skin market.
