1 L’ORÉAL

2 LA ROCHE-POSAY

3 MARKET ANALYSIS

4 RESEARCH

5 DIGITAL STRATEGIES

6 SUGGESTIONS

• and new young consumers (15-25 years old) to the brand

• Develop an

Attract recruit

innovative digital strategy

Effectiveness

MISSION: Make a better life for sensitive skin

VISION: One La Roche-Posay product in every home

Target customer:• Health-conscious consumers with a skin conditionDistribution Channels:

Business Model:• Medical relations

Scientific Committee with 25,000+ professional dermatologistsFondation de France International Dermoscopy Society

• Advice80 Atopy Schools - learning workshops Corrective make-up workshops

• Pharmacies • Parapharmacies • Spas • ACD boutiques • Drugstores

• Dispensing doctors • Wholesalers

• Media Social media platformsMobile sitesMobile apps

2013 Study

• 1 in 3 women suffer from allergic skin reactions

• 74% of women show signs of skin aggravation

• Eczema

• Acne

• Allergic skin

• Side effects of cancer treatment

• Dry skin

Provides a solution to:

44%

20%

11%

7%

6%

3%3%

3%

3%L'oréal (Vichy & LRP)

Pierre Fabre

Beiersdorf

Nestlé

Naos

Nuxe

Alès

Caudalie

Bayer

• Growth of the market

+ 16 %

• Competitors

• Accessibility: 24/7 online purchasing

• Cost efficiency: Can replace costly advertising channels such as TV, radio and magazines

• Simplicity: Consumers are more attracted to simply, user-friendly platforms

• Data Analytics: Collecting and analysing data which provides a deep insight into consumer behaviour and increase the profitability of the organisation

• Interconnectedness: Easier to attach to other digital campaigns

• Sales: Can ease the pressure on sales department and shorten the sales cycle

72% of consumers are already connecting with brands through their various digital marketing channels

Advantages of Digital Marketing

1. Online Photo Competition:

Evidence:We are the “generation selfie” excessively taking selfies18-25 year old people are the “most narcissistic generation” (Hart’s article in The Telegraph (2014))

LRP should launch an online photo competition on their official Facebook page where participants show day-to-day skin improvement during a 3 months’ period

The 3 most liked videos will get the following prizes: 1. £200 Voucher + Opportunity to be a brand ambassador 2. £150 Voucher 3. £100 Voucher

2. Mobile app

Evidence:According to our calculations from the “Consumer Technographics” provided:• 40% of 18-25 people worldwide* use mobile apps several times a day

Prospective and current consumers can contact professional dermatologists by video chat through the app: Flexible & instantaneous Free Reliable

*sampled in the US, Canada, Brazil, Australia, China, UK, France and Germany

3. Bloggers on YouTube:

Evidence: According to our calculations from the “Consumer Technographics” provided:

• YouTube is visited by 79% of 18-25 people worldwide* at least monthly• Bloggers are the easiest influencers when searching for contextually relevant information

LRP should give the bloggers on YouTube free samples of latest products and get reviews and followers: New brand ambassadors Free publicity Up-to-date brand promotion

*sampled in the US, Canada, Brazil, Australia, UK, France and Germany

4. Snapchat

Evidence :

• Mobile video advertising is experiencing rapid growth, reaching a current market size of $13 Billion in US,

£23 million just in UK, and $264M in Europe (Ryan, 2014)

• Snapchat is a new online social platform that has mostly attracted people aged 16-28 (ibid.)

Innovative way of communication with followers

News and advertising within the app

Reaches a massive and ever-expanding market

• Businesses already on the platform claim that Snapchat is a great place to entice followers with a “sneak

peek” into the company’s operations.

LRP should use Snapchat to launch and promote its products and increase brand awareness: Produce daily stories that engage and excite audiences Share live-streaming events and campaigns of LRP

5. E-Commerce:

Evidence:

• Online purchasing has become increasingly popular: use increased dramatically up to 85% in 2 years (Stuart, 2014)

• According to our calculations from the “Consumer Technographics” provided, in the past 3 months 26% of 18-25 year old people worldwide* researched skincare products online and 18% purchased them online

LRP should start an online shopping service on its official website: Secure Convenient Reliable Meets consumers’ demand

* sampled in the US, Canada, Brazil, Australia, China, UK, France and Germany

• Dermocosmetics is a young industry and in full expansion

• LRP should exploit the growth opportunities to improve brand awareness and sales outside of Europe and North America

• LRP already has strong network of professionals and distribution channels which further support digital strategies

• Digital strategies are cost effective ways of advertising and promoting the brand. give insights into consumers’ buying behaviour to maximise profit. are a win-win situation for both LRP’s sales department and its customers by reducing

workload and effort

Our suggested best digital strategies: Online Photo Competition and Snapchat.

• Online Photo Competition: Innovative and disruptive Exciting and engaging Creates an online LRP community

• Snapchat: Simple and user-friendly Reaches mass market In line with target customers’ habits