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The Marauders for L'Oreal Brandstorm
- 2. Health & Beauty Market $300billion 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
- 3. #2 10% MS #4 5.7% MS #2 11.6%MS #7 2.9% MS #3 10% MS RANK & MARKET SHARE
- 4. Product Portfolio Oily, acne-prone skin Effaclar Atopy,dry skin Lipikar Psoriasis Rough Skin Intolerant allergic-proneskin Redness - prone skin Rosaliac Sensitive Skin Hair, scalp and face Kerium Dehydrated& sensitive skin HydraphaseIntense Skin aging Irritated skin Sun – sensitive skin AntheliosXL Corrective make-up PRODUCT PORTFOLIO
- 5. Today, La Roche- Posayis 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
- 6. Brand is drivenby research and innovation Ranked 25th best skincare brand worldwide and 3rd in western Europe Vast array of products from facial cleaning, thermal water to anti-aging. Not many close alternativesavailable Strong presence of European brandsin the category Cheaper alternativesavailablein the market Lack of visibilityis making the competitorseat up the market share Low visibilityon advertising platforms Till now only associatedwith recommendationsby dermatologists The dermocosmetics market has grown 16% over last 5 years Strong potentialto penetratemarkets in Asia, Africa and MiddleEast Deterioratingskin conditionsbecause of pollution New distributionand sales channels eg. Online SWOT
- 7. #LETTERSOFLOVE Love is afour 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
- 8. INTEGRATED CAMPAIGN The campaignuses all digital media properties of La Roche Posey and incline them in a manner that the central theme i.e. Letters of Love becomes the reason for the visibility ofthe newly formed image of the brand. The digital strategy involves the use of the following networks in the given capacity: The campaign will be launched on YouTube in the form of short commercials revolving around the theme of Love and Protection. The YouTube campaign will also include conversations and stories with top beauty bloggers who already have a strong following. This will help leverage an objective point of view that they will bring, and increase our sphere of influence. These conversations will be posted on La Roche Posay’s YouTube channel. Viewers will be encouraged to interact with the bloggers and the brand via the comments section, and direct Tweets using #LettersOfLove and #LRP. This will help engage Twitter simultaneously. A status bar activation will be launched on Facebook asking people to talk about the theme and share their personal experiences. A campaign on Instagram will be launched with a filter titled LRP, and will have a strongpresence throughout the campaign. Information based e-mailers, giving details of the type and use of the products offered by La Roche Posay will be sent out to the relevant consumer base (extracted fromother social media platforms). Finally, an efficient remarketing campaign will be put into place in partnership with e-commerce vendor Nykaa and L’Orèal online sales channels. This will ensure customer retention and ease of tracking. Furthermore, this will enable us to create a database to better understand consumer behaviour.
- 9. Day 0 From thelaunch 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 Conversations On Commercials Evaluation Of The Social MediaBuzz E-Mailers Partnerships with E- Commerce Vendors Day 1 Day 2 Day 3 Day 7 Remarketing campaign with E-commerce vendorsand L’oreal sales channels
- 10. Facebook and InstagramTwitter 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
- 11. Bring up themeof 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.
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