La Roche-Posay is a skincare brand owned by L'Oréal that focuses on sensitive skin. The document provides an analysis of La Roche-Posay's market, customers, competitors and current digital strategies. It then suggests several new digital strategies to attract younger consumers and drive brand awareness, including an online photo competition on Facebook, a mobile app, collaborating with bloggers on YouTube, using Snapchat, and developing an e-commerce site. The two strategies recommended are the online photo competition for its engaging nature and Snapchat for its ability to reach a large audience of younger customers.

3. 1 L’ORÉAL
2 LA ROCHE-POSAY
3 MARKET ANALYSIS
4 RESEARCH
5 DIGITAL STRATEGIES
6 SUGGESTIONS

4. • and new young consumers (15-25 years old) to the
brand
• Develop an
Attract recruit
innovative digital strategy

5. Effectiveness
MISSION: Make a better life for sensitive skin
VISION: One La Roche-Posay product in every home

6. Target customer:
• Health-conscious consumers with a skin condition
Distribution Channels:
Business Model:
• Medical relations
Scientific Committee with 25,000+ professional dermatologists
Fondation de France
International Dermoscopy Society
• Advice
80 Atopy Schools - learning workshops
Corrective make-up workshops
• Pharmacies • Parapharmacies • Spas • ACD boutiques • Drugstores
• Dispensing doctors • Wholesalers
• Media
Social media platforms
Mobile sites
Mobile apps

7. 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:

8. 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

9. • 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

10. 1. Online Photo Competition:
Evidence:
We are the “generation selfie” excessively taking selfies
18-25 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

11. 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

12. 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

13. 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

14. 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

15. • 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

16. 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