Post on 21-Jan-2017
Health &
Beauty Market
$300 billion in
sales
2nd
largest
retail
category
Only 7% of
health and
personal care
sales occur
online
23% of $300
billion is
spent on
skincare
The success of
skincare is a
prerequisite for
the beauty
industry
Dermo-cosmetics
is 4.4% of the
global beauty
market
BEAUTY & HEALTH INDUSTRY
#2 10% MS
#4 5.7% MS
#2 11.6% MS
#7 2.9% MS
#3 10% MS
RANK & MARKET SHARE
Product
Portfolio
Oily, acne-prone skin
Effaclar
Atopy, dry skin
Lipikar
Psoriasis
Rough Skin
Intolerant
allergic-prone skin
Redness - prone skinRosaliac
Sensitive Skin Hair, scalp and faceKerium
Dehydrated & sensitive skinHydraphase Intense
Skin aging Irritated skin
Sun – sensitive skinAnthelios XL
Corrective make-up
PRODUCT PORTFOLIO
Today, La Roche-Posay is seen as a
brand dedicated to dermatology. It is currently the most
recommended product for sensitive
skin and has the most credibility
It targets a consumer
section that
researches the safety
and effectiveness of
skincare products on
a global scale.
Their brand portfolio
is unique when
compared to that of
their competitors
POSITIONING
Brand is driven by research and innovationRanked 25th best skincare brand worldwide and 3rd in western EuropeVast array of products from facial cleaning, thermal water to anti-aging.Not many close alternatives available
Strong presence of European brands in the categoryCheaper alternatives available in the marketLack of visibility is making the competitors eat up the market share
Low visibility on advertising platformsTill now only associated with recommendations by dermatologists
The dermocosmetics market has grown 16% over last 5 yearsStrong potential to penetrate markets in Asia, Africa and Middle EastDeteriorating skin conditions because of pollutionNew distribution and sales channels eg. Online
SWOT
#LETTERSOFLOVE
Love is a four letter word. It is a sensation that makes us feel
protected from all the harm in the world. It is our shield against all
that is wrong in the world. It is a sweatshirt that a father gives to
the son to protect him from cold, it is the jacket that a lover wraps
around his beloved in the wintery night, it is the comforter that a
mother wraps around a young adult pulling an all-nighter. It is the
comfort with which we can stand against anything. It makes us
feel invincible.
Love is La Roche Posay.
L-R-P are the #LettersOfLove
INTEGRATED CAMPAIGN
The campaign uses all digital media properties of La Roche Posey and incline themin a manner that the central theme i.e. Letters of Love becomes the reason for thevisibility of the newly formed image of the brand.
The digital strategy involves the use of the following networks in the givencapacity:The campaign will be launched on YouTube in the form of short commercialsrevolving around the theme of Love and Protection. The YouTube campaign willalso include conversations and stories with top beauty bloggers who already havea strong following. This will help leverage an objective point of view that they willbring, and increase our sphere of influence. These conversations will be posted onLa Roche Posay’s YouTube channel. Viewers will be encouraged to interact with thebloggers and the brand via the comments section, and direct Tweets using#LettersOfLove and #LRP. This will help engage Twitter simultaneously. A statusbar activation will be launched on Facebook asking people to talk about the themeand share their personal experiences. A campaign on Instagram will be launchedwith a filter titled LRP, and will have a strong presence throughout the campaign.
Information based e-mailers, giving details of the type and use of the productsoffered by La Roche Posay will be sent out to the relevant consumer base(extracted from other social media platforms).
Finally, an efficient remarketing campaign will be put into place in partnershipwith e-commerce vendor Nykaa and L’Orèal online sales channels. This will ensurecustomer retention and ease of tracking. Furthermore, this will enable us to createa database to better understand consumer behaviour.
Day 0
From the launch
of campaign on
World Skin Health
Day, we aim to
integrate all social
media platforms to
maximise traction
INTEGRATED CAMPAIGN TIMELINE
Assessment
YouTube Commercial
Launch
Launch of Instagram
Filters
Facebook Status
Message Activation
Twitter ConversationsOn Commercials
Evaluation Of The Social Media Buzz
E-Mailers
Partnerships with E-
Commerce Vendors
Day 1
Day 2
Day 3
Day 7
Remarketing campaign with E-commerce
vendors and L’orealsales channels
Facebook and Instagram Twitter and Influencers
YouTube
Special filter called LRP
Post them on Facebook
Get likes and shares
Win trip to Paris
Generate immense traffic
Tie up with 3 top beauty/skin bloggers
Generate conversation; engage customer
Easy to trust; seen as third party
#Love is the most used, searched hashtag
Will support entire campaign
4 story-style ads based on Protection, with one
visual anchor throughout
Initiate customers to click photos of what they
want to protect and Instagram it
1 minute intimate talks
Posted directly to Twitter page
Actively engage people to talk and discuss
problems
INTEGRATED CAMPAIGN TIMELINE
#LettersOfLove#LRP
Bring up theme of Protection
3 People Worldwide
The Big Unveil
Link To A Bigger Movement
7 Lucky Winners Go To Paris
Cancer Burns
Congenital Disorders
INTEGRATED CAMPAIGN
With Zorbing, the theme of
Protection will be dominant. The
thrust will be on the idea that La
Roche Posay is similar to the
Zorb; embracing you, while you
live the way you want.
In order to connect to a larger
movement, La Roche Posay will
work with three people to treat
cancer scars, burn victims and
people with congenital skin
disorders. Their motivating
stories will inspire the initiative
to reach out to as many people
possible with similar stories.
#LettersOfLove#LRP