Comment faire de la marque de Dermo-cosmétiques La Roche-Posay une love brand pour la cible des millennials ?

1. LA ROCHE-POSAY
LRP ON FIRE TEAM
JULIEN CAROLINE LAURA

2. AGENDA
I. MARKET AND TARGET ANALYSIS
II. LA ROCHE POSAY SOLUTION
III. CAMPAIGN STRATEGY
I. MARKET AND TARGET ANALYSIS

3. GLOBAL HEALTH & BEAUTY MARKET
SKINCARE 30%
MAKE UP 21,9%
HAIRCARE 28,5%
HAIR COLOR
FRAGRANCE
OTHER
SKINCARE LEADS
THE BEAUTY MARKET
WITH 30% MARKET SHARES IN 2014
!
AND KEEPS GROWING
+20% SINCE 2012

4. LA ROCHE-POSAY
MUST SEIZE THIS
OPPORTUNITY!
LA ROCHE-POSAY TARGET
OVER EXPOSED TO UNHEALTHY HABITS, LACK OF SLEEP, STRESS, POLLUTION
AND UV, YOUNGSTERS ARE THE DRIVING FORCES THAT STIMULATE THE SECTOR!

5. POSITIONNING
PREMIUM
AFFORDABLE!!
MEDICAL CLAIM !! NATURAL CLAIM!
MEDICAL
HEALTH & BEAUTY
NATURE
DERMOCEUTICALS
DERMOCOSMETICS

6. BRAND IMAGE AMONG YOUNGSTERS
« SERIOUS »
« EXPERT »
« EFFICIENT »
« THERMAL WATER»
« QUALITATIVE »
«FAMILY»
« BLUE »

7. MARKETING FUNNEL APPLIED TO 15-25
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
MAKE YOUNGSTERS
FEEL SOMETHING
POSITIVE ABOUT
LA ROCHE-POSAY!

8. MISSION TOWARDS OUR TARGET
LRPLRP
LRP LRP LRP LRP
LRP LRP
LRP
LRPLRPLRPLRP
LRP
LRP
LRP
TURN LA ROCHE-POSAY INTO
A LOVE BRAND
FOR YOUNGSTERS
TO SEDUCE YOUNGSTERS, LA ROCHE-POSAY MUST :!
INSPIRE INVOLVE ADD VALUE
ADRESS
TAILORED
SOLUTIONS

9. ALEX,16 YEARS OLD.
HIGH SCHOOL STUDENT. LARGE FAMILY. HAS A BOYFRIEND.
SHE SEES FRIENDS, PARTIES,
EATS JUNK FOOD
HAS COMPLEXES ABOUT HER ACNE.
SOMETIMES DOESN’T
EVEN DARE TO GO OUT.
SHE’S A DIGITAL ADDICT
« BECAUSE OF MY ACNE, I FEEL
VERY UNCOMFORTABLE
AND I LACK CONFIDANCE! »
« I SEE MY DERMATOLOGIST ONCE
A YEAR BUT HAVE NO REGULAR
CHECKUP, I FEEL LOST»
PERSONA

10. INSIGHTS
FACTORS PROBLEM CONSUMER INSIGHTS LRP SOLUTIONS
PUBERTY
SKIN
PROBLEMS
LOW CONFIDENCE
CONFUSION
EMOTIONAL SUPPORT
MEDICAL SUPPORT
FRIENDLY
REASSURANCE
PROFESSIONAL
CHECKUPS
UNHEALTHY
LIFESTYLE

11. SEGMENTATION - PERSONNA
LRP SOLUTIONS
FRIENDLY
REASSURANCE
My#Skin#Coach##
My Skin
Coach !
A MOBILE APPLICATION DESIGNED WITH
LA ROCHE-POSAY
DERMATHOLOGISTS & PHARMACISTS PARTNERS
My
Skin
Coach.
PROFESSIONAL
CHECKUPS
LA ROCHE POSAY SOLUTION

12. My Skin
Coach !
CHALLENGE YOURSELF TO GET
THE PERFECT SKIN
YOU’VE ALWAYS DREAMED OF!
GET YOUR PERSONALIZED CHALLENGE PROGRAM
BASED ON YOUR SKIN DIAGNOSIS AND PROFILE

13. Alex
16 years old
Female
Lactose intolerant
Oily skin, acne
My Challenge My coaching My follow-up
MY CHALLENGE PROGRAM
My Skin Diagnosis
2 healthy meals / day
Learn
more
50 min activity / day Learn
more
7:30H sleep / night Learn
more
Learn
more
Skincare routine
recommandation:
SHOP
Alex
16 years old
Female
Lactose intolerant
Oily skin, acne
My Challenge My coaching My follow-up
DRYNESS
REDNESS
OILINESS
ACNE
You have an oily
type of skin. Excess
oil explains blemishes
and acne flare-ups.
But hey! Don’t you
worry! We’re gonna
fight this together!
Check your skin
diagnosis again
tomorrow.
Learn more.
My Skin Diagnosis
USE FACIAL RECOGNITION TO GET
YOUR SKIN DIAGNOSIS &
PERSONALIZE YOUR PROFILE
1 2 DISCOVER YOUR CHALLENGE
PROGRAM AND YOUR SKINCARE
ROUTINE RECOMMANDATION

14. My Challenge My coaching My follow-up
2,2 HEALTHY MEALS / DAY
My Challenge My coaching My follow-up
42,2 MINUTES OF ACTIVITY / DAY
My Challenge My coaching My follow-up
7H35 MINUTES OF SLEEP/ NIGHT
My Challenge My coaching My follow-up
YOUR SKIN DIAGNOSIS IS
SHOWING IMPROVEMENTS
3CHECK YOUR FOOD, ACTIVITY, SLEEP AND SKIN DATA IN REAL TIME AND COMPARE TO YOUR
PERSONAL CHALLENGE OBJECTIVES

15. My Challenge My coaching My follow-up
!"
Cool"
Nice"work"on"that"1"hour"
11"minutes"of"ac6vity"on"
Wednesday!"
Keep"the"ball"rolling"this"
week,"
You’re"doin’"good"
Laura!"Hang"on!"
Thanks" Tell"me"more"
4 YOUR SKIN COACH ENCOURAGES AND SUPPORTS YOU

16. My Challenge My coaching My follow-up
!"
Cool"
Nice"work"on"that"1"hour"
11"minutes"of"ac6vity"on"
Wednesday!"
Keep"the"ball"rolling"this"
week,"
You’re"doin’"good"
Laura!"Hang"on!"
Thanks" Tell"me"more"
My Challenge My coaching My follow-up
Nice%
Your%skin%diagnosis%is%be1er%than%
yersterday.%Well%done!%%%
%
%
%
Don’t%forget%to%put%your%effaclar%
lo>on%tonight%around%8:00%pm%;)%
%
%
%%
%
HE ANALYSES YOUR SKIN CHECKUPS AND REMINDS YOU TO TAKE YOUR TREATMENT

17. My Challenge My coaching My follow-up
!"
Cool"
Nice"work"on"that"1"hour"
11"minutes"of"ac6vity"on"
Wednesday!"
Keep"the"ball"rolling"this"
week,"
You’re"doin’"good"
Laura!"Hang"on!"
Thanks" Tell"me"more"
My Challenge My coaching My follow-up
Thanks'
You'achieved'your'third'
day'of'the'challenge'with'
success.'You'rock'Laura!'
Keep'going'that'way!'
High'Five!'
*'High'Five!'*'
Your'skin'diagnosis'already'
showed'improvement.'
HE GIVES YOU REGULAR FEEDBACKS ON YOUR CHALLENGE PROGRESS

18. My Challenge My coaching My follow-up
MY DERMATOLOGIST
FIND A NEW
DOCTOR
+ ADD NEW
FIND A NEW
DOCTOR
+ ADD NEW
MY PHARMACIST
CONTACT YOUR DERMATOLOGIST OR PHARMACIST, SET APPOINTMENTS, SEND YOUR DATA
OR SKIN DIAGNOSIS AND GET THE INFORMATION YOU NEED.
5

19. My Challenge My coaching My follow-up
CONGRATULATION ALEX!
YOU WIN FOUR PRODUCTS OF THE
EFFACLAR RANGE!
SHARE
My
Perfect Skin
Challenge.
Challenge
succeeded!
WIN PRODUCTS ONCE YOU ACHIEVE YOUR CHALLENGE PROGRAM WITH
SUCCESS!
6

20. PROMOTION
Thanks to a challenge with the Youtuber Meredith Foster, to push internauts to download the app.
4 091 333 suscribers
495 567 followers
1 700 000 followers
Community
6% of the target covered
Audience Profile
11"15$ 15"25$ More$
than$25$
50%
37%
13%
!
20% of Millennials consider YT content more
relevant and interesting than TV content.
MEREDITH FOSTER

22. CAMPAIGN CONTENT
TEASE J-JJ-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
J1 J2 J3
J4 J5 J6
Stay
tuned...
Acne fighters….
We have a
surprise for you!
J-1J-2
TEASE J-JJ-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach. TEASE J-JJ-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
WEBSITE
My
Skin
Coach.
LAUNCHTEASE SUSTAINJ-JJ-10 J+30 J+80

23. EARNEDPAIDOWNED
UGC
MOBILE & DESKTOP SEM MOBILE & DESKTOP DISPLAY ADVERTISING
RETARGETING RETARGETING
LAUNCHTEASE SUSTAINJ-JJ-10 J+30 J+80
TEASE J-JJ-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
J1 J2 J3
J4 J5 J6
Stay
tuned...
Acne fighters….
We have a
surprise for you!
J-1J-2
TEASE J-JJ-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach. TEASE J-JJ-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
WEBSITE
My
Skin
Coach.

24. CONCLUSION
OUR AMBITION IS TO RECRUIT YOUNGSTERS
BY OFFERING AN INNOVATING SERVICE AVAILABLE 24/7 :
SKIN CARE COACHING
PERSONALISED MEDICAL CARE
PROMOTED BY A MAJOR INFLUENCER
IN ORDER TO MAKE LA ROCHE-POSAY YOUNGSTERS
FAVOURITE BRAND ON THE SKINCARE MARKET.

25. THANK YOU FOR
YOUR ATTENTION!
LRP ON FIRE
My
Skin
Coach.