Drugstore Skincare vs. Department Store Lines

Walgreen’s, CVS and other Mass Market outlets for beauty products have revamped their departments and launched highly competitive, luxurious skin care lines of their own. Prestigious lines from Finland, France, Spain, Greece and Germany are making their way into US markets through drugstore venues. So far Walgreen’s seems to be making the biggest statement, launching several European lines (called the European Beauty Collection) at once.

The advantage to launching prestigious skin care lines in pharmacies rather than grocery stores, is the perceived authority, service and available information provided in drugstore and pharmacy settings. This model is standard in Europe with high-end cosmetics and skin care lines, sitting side-by-side on the shelves with L’Oreal and Revlon. However, the dividing line had, until now, always been maintained here in the US. Now that line has been blurred and the American consumer can benefit greatly from the international choices at the local drugstore.

Walgreen’s European Beauty Collection

ARTDECO from Germany

ARTDECO banks on exotic yet high-performing ingredients usually found only in very high end skin care. The line is well known for its sophisticated formulations that appeal to all age groups and skin types.

One of the line’s premier products, Phyto Science Advanced Phyto Cream is proving to be quite popular in the US as well. This rich yet quick-absorbing cream features cocoa seed butter and pearl proteins to make skin ultra soft and supple. At $40 a jar, the cream certainly gains an edge against Juvena’s Night Cream Plus (a similar formulation) at $70.

From their literature: “As the number one cosmetics brand in German Department stores, ARTDECO provides consumers with a new and unique approach to the cosmetics market. Designed around the wishes and needs of global customers, ARTDECO skincare prides itself on its fascination with style and strict attention to premium ingredients. Whether caviar, silk, pearl or white lotus, each ingredient in the collection provides an additional experience to the luxurious treatments.”

Oli from Spain

Olive oil and leaf beauty products are popping up everywhere and where better to produce high quality olive-based skin care than Spain, the heart of the olive industry? Where French line L’Occitane charges $36 for its Olive Radiance Moisturizing Cream, Oli’s comparable Face Intensive Anti-Aging Cream is only $28.

“Oli is a complete anti-aging skincare system, combining olive oil, olive leaf extract and other nutrients with modern technology to provide maximum protection against the aging process.”

Institut Arnaud from France

Institut Arnaud features some very impressive products and has, according to salespeople, already developed quite a loyal following. The line’s body care products are doing particularly well in the highly competitive cellulite fighting market.

“A mainstay in spas across France since 1940, The Institut Arnaud has provided quality skincare and spa secrets to European women for more than 60 years. As one of France’s top skincare lines, The Institut Arnaud is continuously pushing the barrier, creating new regimes and innovative products for consumers. These advancements in the industry have provided customers with the finest skincare and established the brand as a world-wide skincare leader.”

Skincode from Switzerland

Though it is doubtful that Skincode will pull clients from that “other” Swiss line, La Prairie, the line shouldn’t be dismissed. Skincode focuses attention on healing formulations that are rigorously tested and expertly designed.

Their literature states, “Developed in Switzerland, Skincode is a brand that boasts the prestige and quality commonly associated with Swiss products. Skincode offers an extraordinary collection, created with the experience of one of Europe’s most prominent bio-cosmetic laboratories in conjunction with a leading dermatologist at The University Hospital in Zurich. Results and safety have been proven by clinical tests on every product.”

Spa Aquatique from France

Spa Aquatique will provide significant competition for lines like Phytomer, available at many Sephora stores, which also touts the benefits of its marine based ingredients, but at a significantly higher price point.

“Spa Aquatique proposes a collection of spa-quality products created by the French pioneer of marine-based skincare formulas, whose leading expertise is valued by beauty and well-being professionals all over the world. Spa Aquatique’s beneficial marine botanicals are harvested in the Iroise Sea, off the coast of Brittany France, during a span of only four months a year. This ensures that the highest quality ingredients are used and preserves the ecosystem of the world’s most significant source of seaweed.”

La Fleur Organique from France

I’m told this line is doing quite well for Walgreen’s as it has been heavily sampled and the formulas are rich and fragrant. The creams and lotions glide on beautifully without feeling heavy or occlusive.

“La Fleur Organique remains a leader in today’s skincare industry through its long history, natural production process and dedication to incorporating the earth’s finest resources. The history of La Fleur Organique dates back to last century, to the farming region of Provence, France, where rich, aromatic plants form some of the world’s finest skincare ingredients. Upon the discovery of the practice of harvesting these aromatic plants, La Fleur Organique united the best plant, phytotherapy and cosmetic specialists in the world. The result is pure, organic ingredients which are the heart of La Fleur Organique products.”

Red Water Laboratories from Greece

Like Borghese, Red Water is banking on the “Thermal Springs” benefits used in its skin care formulations. However, thermal spring-based spas and skin care lines face more of a challenge in the US market. Americans don’t frequent thermal springs in nearly as great a number as Europeans. The concept has proven to be a tough sell in the past though a more attractive price range will definitely attract new customers.

Red Water’s brochures state, “For centuries, thermal spring water has been acknowledged for its unique benefits to human wellbeing. Red Water Laboratories use this thermal spring water as the basis for their dermocosmetic formulas. The exceptional uniqueness of Red Water’s thermal spring water is that it comes from the Loutrochori Spring, in the historic Pella of Greece – the birthplace of Alexander the Great. This water, rich in minerals and trace elements, is combined with the Mediterranean nature to rejuvenate and invigorate the skin.”

At CVS, it’s all about Lumene from Finland

“Lumene combines advanced technology with the power of nature to give you truly amazing results. Lumene captures the power of natural Arctic berries and plants and puts them to work in advanced skin care solutions.”

Lumene may draw away Clarins, Biotherm, and Payot clients with its European aesthetic, beautiful smelling and high-performing formulations. Some shoppers at CVS questioned Lumene’s strictly (pale, blond) Scandinavian imagery in their advertising, stating that it didn’t really reflect the diversity of CVS’s market. Whether or not this effects sales remains to be seen. CVS sales people have reported doing very well with Lumene stating that the line’s natural ingredients and high-tech formulas are attracting more customers every day.

Juice Organics, Be.fine Food Skin Care, and Skin Effects round out CVS’s higher end skin care offerings.

So the next time you’re getting your prescription filled or picking up a bottle of aspirin, have a look at the new and improved skin care aisles and see what catches your eye!