L'Oréal & Etos
The Dutch dermocosmetics market, with a 4.5% share in 2023 (significantly below the 13.8% European average), presents a substantial growth opportunity. To capitalize on this, L'Oréal Dermatological Beauty partnered with Etos, a retailer known for its health services, high-quality stores, and knowledgeable staff, aligning perfectly with Dutch consumer preferences for purchasing dermocosmetics in drugstores.
The partnership focuses on enhancing accessibility to dermatological products. By the end of 2025, L'Oréal's premium dermo-cosmetic brands will be available in over 250 Etos stores, increasing product visibility and consumer access. Recognizing the importance of expert guidance, a unique educational program has been developed to elevate the expertise of Etos beauty advisors, empowering them to provide informed skincare recommendations.
Combining Etos' established customer base and strong store traffic with L'Oréal's premium portfolio and medical approach, the partnership projects ambitious growth. The shared goal is to achieve an 8% market share by 2028, effectively doubling the current dermacare market size. This strategic collaboration leverages the untapped market potential while building credibility with Dutch consumers by providing increased access and premium beauty advice, ultimately expanding L'Oréal's presence within this key segment.