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

Twitter

Facebook

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