A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy

1. L’Oreal Brandstorm 2016
Campus Round Submission forTHE EVANGELISTS |

2. 3
Times The Market Growth
1
ABOUT
La Roche-Posay creates new
generations of dermatological
skincare products formulated with
the natural thermal spring
water from La Roche-Posay
designed to improve the users’
quality of life.
Market Leader in France and Brazil
25000
Worldwide
Recommendations
40
Years of Experience12.4% increase in the sales World-wide
+14.5% growth in 2014

3. 2
TIMELINE
A public utility
then,the thermal
spring water from
La Roche-Posay,
softens the skin
with selenium.
1897
1975
Founded as a brand
Specialises in
dermocosmetology 1989
Joins House of
L'Oreal
1995
Set up of La Roche-Posay
Foundation.
So far, awarded more
than 100 Fellowships on
Research. 2011
2015
La Roche-Posay
50 Mineral
Sunscreen wins
Allure’s Best of
Beauty Award.
Market Leader
in France and
Brazil, moving
towards
Expansion.

4. 3
CURRENT POSITIONING
The Brand leverages Referral
Marketing for further Penetration
PROTECTIVE
PRODUCT
CURATIVE
DOMAIN
“A product for the sensitive female skin, that
caters to every problem related to it.”
The Current Business Development
relies on recommendations
Pharmacists and Dermatologists
Treating
Dermatologic
al Conditions
Highly
Tolerated
Products for
Hypoallergic
Skins

5. 4
ASSUMPTIONS AND OBSERVATIONS
INFERENCES
Context
Dependant
Strategy
Cultures differ across
geographies.
Customization is
needed.
Perceived as a
curative solution to
skin problems
Heterogeneous
Product
Perception
Segment
The
Customer
Customer Set Should be
divided into 2 sets of :
15-20 and 20-25
Influencer Marketing
Key Medium
Competition from other
cosmetics as well.
Intended Customer
Set has the brightest
potential in India
because of
Population
Dynamics

6. 5
CUSTOMER DEFINTION
Meet Lara, The La Roche Girl in her
late teens. She's a young high school/
college goer. She has recently
started experimenting with make-up
products. Her finances are met by
her parents.
Because of puberty, she is
experiencing some skin related
changes. This vulnerability is making
her adopt new beauty treatments
and easily embrace ‘grown up’
shopping habits.
Her mother and or other elder
women in the family influence her
choice of medication.
THE ORGANIC SHOPPER
Source: Business Standard

7. 6
CUSTOMER DEFINTION
THE MILENNIAL SHOPPER
Meet Natasha, the woman in her
early twenties. Someone who has just
started her career. She works long
hours, is not afraid to do the field
work and definitely pays.
She is smart, confident and most
importantly independent. Just like her
investment in a career, she desires
her skin to be healthy and beautiful.
She values her friends as well as her
family for advice on the medication
and health front.
Source: AdAge

8. 7
EXISITING EXPRESSION INTENDED COMMUNICATION
The Dermatologues du coeur project- an
initiative of La-Roche Posay Foundation,
awards a prize to dermatologists whose
philanthropy has eased patient's lives.
Launch of informative websites to
support the prevention of skin cancer-
www.MesGrainsDeBeauté.fr .
Youtube is a dominant medium utilised
as a tool for referral marketing, specially
in the UK.
Presence on Social Media Platforms is
yet to reach its optimal level apart from
Facebook which is doing sufficiently well.
Our proposed campaign would be based
on the ideas mentioned below :
Sensitivity is often perceived as a disease
or by-product of aging. This myth needs
to broken. The drastic changes in
lifestyle and the climatic turbulence
leaves the skin vulnerable and exposed
to certain problems.
The women protagonists in the
promotional campaigns are intended to
reflect on the smart young and
empowered women of today. For whom
toiling the heat signifies breaking
barriers , thus leading them to
liberation.

9. DIGITAL STRATEGY
FOR

10. 8
MOBILE STRATEGY
Santé
Et
Beauté
Our App will be called ‘Sante Et Beaute’ signifying
health and beauty. This application intends to be a
one stop solution centre for the target audience.
Features of the app are mentioned below :
SCAN YOUR SKIN
Take a photo of your skin and
upload it.
We connect you to an on call
dermatologist for consultation.
SKIN TWIN FEATURE
A chance to connect with other
people who are facing the same
problem as you do.
TOUCH LIVES ON THE GO
Contribution to skin cancer
awareness
WALLET CLINIC
Keeping track of all your
prescriptions, next date of the
appointment, etc.
STORES NEAR YOU
Locates the stores near you ,
order on phone and just go and
pick up.
E - COMMERCE DELIVERY
Purchase just a click away

11. 9
THE PATCH TEST
To our health and beauty conscious literate population,
We target them by doing the following.
We insert a wet ‘patch’ napkin soaked in soap water .
This is a harmless irritant to detect sensitive skin. If within 3 hours
of its application the skin turns red, it can be detected as
‘Sensitive’.
Step 1
• Tear open the wet napkin from the magazine.
Step 2
• Gently rub the napkin on your armpit & leave for
3 hours.
Step 3
• If your skin turns red, you have a sensitive skin.
You are vulnerable to problems.
Step 4
• Scan the QR Code, Load our App for more
Assistance.

12. 10
To engage and interact with our
customers better we plan to launch a series of webisodes on
YouTube. This series will show animated scenes of the daily
lives of Lara and Natasha and how LRP’s innovations have
made their life better.
The webisodes are launched as a series and every episode is
like an anime of an experience.
We begin a campaign that follows the collaborative
concept. It aims to bring in all our digital efforts into one
story. ‘ La Roche Story’. Users can contribute their story as
a vine,a snap , a selfie or a self-composed messa. We
integrate mediums like Facebook, Pinterest, Snapchat- via
channel spaces in popular channels like cosmopolitan,MTV
etc to create this campaign.
SOCIAL MEDIA STRATEGY
BEAUTY & BEYOND
OUR LA ROCHE STORY
MY
LAROCHE
STORY

13. 11
The Bare Back CampaignTHE SOCIALLY RESPONSIBLE
Recent studies have shown customers tend to engage and
pursue brands that are socially more responsible. To
highlight and engage
Our consumer set we will organise a campaign called bare
back , where women across the world will follow the trend
of sharing their bare backs as a sign of respect to those
suffering from the disease.
La Roche Posay as an active cosmetics company will
personally take this initiative to raise awareness about
skin problems specially , ‘Skin Cancer’.
This will go on to prove our overarching philosophy of
‘Innovate for a Better Life’.
It will run on the hashtag #bareback and will capture
audience awareness through online and offline efforts. We
will link it with our app and have donations as well for
the cause.

14. A Collaborative Effort by
Krishni Miglani Prateek Trehan Shikha Bharadwaj
CAMPUS : MICA,
Ahmedabad