La Roche-Posay is a skincare brand recommended by dermatologists for sensitive skin. It uses thermal spring water and clinically proven ingredients. The brand targets men and women aged 16 to 50 and aims to solve common skin problems like imperfections and shine. To attract new customers and increase loyalty, especially among young men aged 15-25, the brand will promote its Effaclar range through digital marketing, influencers, and competitions with prizes like spa weekends.

1. BRAINSTORM
Azahaf Imen
Ezzaghbouji Halima
Godin Grégoire
Goffaux Quentin

2. LA ROCHE POSAY
Beauty products, make-up, facial care, hair
and body products
Target
Men and women
16 to 50 years old
Values
Brand recommended by 25 000
dermatologist
Sensitive skin specialist.
La Roche-Posay thermal spring water.
State-of-the-art dermatological
advancement. Clinically proven.

3. TARGET DEMOGRAPHICS

4. Market trend indentificationThe Global Dermocosmetics Market
Men use cosmetics more often than before
Professional products used by the man on the
street
Bio is in progress
Consumer assistance in the buying
process
Digital beauty (youtube)

5. BUSINESS PERFORMANCE
12.4% growth in 2014 Growth of the worldwide cosmetics market
from 2005 to 2014
(Annual rate of growth, estimated in % )
Source : official L’Oréal website

6. Competitors
THE COMPETITION
Market share
21.8
17.4
7.8
1.15
17.7
(Billion €)
L’Oréal is leader
Direct competitors
Source : official L’Oréal website

7. SWOT
Strengths Opportunities Weaknesses Threats
USP
Only focusing on
PR/Events
and Online content
Competitor
advertising

9. Range Effaclar
o Severe imperfections and clogged pores
o Cleansing
o Persistent shine
THE RANGETarget
Man
15 – 25 years old
None
Imperfections
Impurities
Dryness
Other
“ Do you suffer of one of those skin problems?”
Source : our survey on 67 people

10. BUSINESS OBJECTIVES
Consumers Loyalty Values Innovations

11. Get more people to know our brand
And attract new consumer
Have more men
consumers
Solve skin problems
Promotion
STRATEGY DIGITAL

12. Product
Great quality, bright colors and
standard formats.
Quite wide range
Distribution in pharmacies,
on and off line.
No LRP shops.
Place Price
Pharmaceutical product, mid
to high price range

14. A draw to win a weekend at the spa with body
cares
TACTICS
Free samples Would you be interested through in
a competition organized by La
Roche Posay in order to discover its
range Effaclar ?
Offered With each buy comes
A contest

15. MEDIA PLAN
300 000 €
31%
23%
18%
12%
12%
2%2%
MARCH
(Programmatic)
The brand
ambassador
LIAM HEMSWORTH

18. CUSTOMER’S JOURNEY

19. APPLICATION

21. Eric

22. Thank you for
your attention