L’Oréal reveals new identity for Active Cosmetics division

L’Oréal has re-branded its Active Cosmetics division as Dermatological Beauty in a move that aims to champion the health and beauty of skin. 

According to a LinkedIn post shared by the Worldwide President of L’Oréal Dermatological Beauty, Myriam Cohen-Welgryn, the new identity "is not just a new name".

"It helps us stand more clearly for who we are: brands that accompany dermatologists, paediatricians, pharmacists in the daily support to their patients. A community of 7,500 passionate people committed to change people’s lives and increase access to skin health, to everyone, everywhere," she said.

The division features the same brands as L’Oréal Active Cosmetics, including Vichy, La Roche-Posay, CeraVe, SkinCeuticals, and Skinbetter Science.

Cohen-Welgryn’s announcement was accompanied by an official video outlining the purpose of L’Oréal Dermatological Beauty.

It stated: "With the passing of time and external daily aggressions, skin pathologies are on the rise. Furthermore, with the drastic shift to online communications, we are more concerned with beauty and healthy ageing.

“Here lies the responsibility of L’Oréal Dermatological Beauty: to rebuild our confidence and self-esteem through the health and beauty of our skin.

"This strength stems from the top scientists and hundreds of thousands of dermatologists, general practitioners, aesthetic physicians and pharmacists, who recommend our brands everywhere in the world."