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LA ROCHE-POSAY LRP ON FIRE TEAM JULIEN CAROLINE LAURA
AGENDA
I. MARKET AND TARGET ANALYSIS
II. LA ROCHE POSAY SOLUTION
III. CAMPAIGN STRATEGY
I. MARKET AND TARGET ANALYSIS
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
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!
POSITIONNING
PREMIUM
AFFORDABLE!!
MEDICAL CLAIM !! NATURAL CLAIM!
MEDICAL
HEALTH & BEAUTY
NATURE DERMOCEUTICALS
DERMOCOSMETICS
BRAND IMAGE AMONG YOUNGSTERS
6
If the brand were a person, how would you describe La Roche-Posay ?
“A professional and serious expert, male or at least
neutralGui yu , 23 during interview
Anything else ? Natural – French – Pure – High-tech – Safe – Gentle - Public
« SERIOUS »
« EXPERT »
« EFFICIENT »
« THERMAL WATER»
« QUALITATIVE » «FAMILY»
« BLUE »
MARKETING FUNNEL APPLIED TO 15-25
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
MAKE YOUNGSTERS FEEL SOMETHING POSITIVE ABOUT LA ROCHE-POSAY!
MISSION TOWARDS OUR TARGET
LRP LRP
LRP LRP
Brand LRP
LRPLRP LRP LRP LRP LRP
LRP LRP LRP
LRPLRP LRPLRP
Consumer Brand lover
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
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
INSIGHTS FACTORS PROBLEM CONSUMER INSIGHTS LRP SOLUTIONS
PUBERTY
SKIN
PROBLEMS
LOW CONFIDENCE
CONFUSION
EMOTIONAL SUPPORT
MEDICAL SUPPORT
FRIENDLY REASSURANCE
PROFESSIONAL CHECKUPS
UNHEALTHY LIFESTYLE
SKIN COACH
MY
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
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
Cool
Nice work on that 1 hour 11 minutes of ac5vity on Wednesday!
Keep the ball rolling this week,
You’re doin’ good Laura! Hang on!
Thanks Tell me more
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
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
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
3 CHECK YOUR FOOD, ACTIVITY, SLEEP AND SKIN DATA IN REAL TIME AND COMPARE TO YOUR PERSONAL CHALLENGE OBJECTIVES
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
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
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
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
My Challenge My coaching My follow-up
CONGRATULATION ALEX! YOU WIN FOUR PRODUCTS OF THE
EFFACLAR RANGE!
SHARE
My
Perfect Skin
Challenge.
Challeng
e
succeede
d!
WIN PRODUCTS ONCE YOU ACHIEVE YOUR CHALLENGE PROGRAM WITH SUCCESS! 6
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
CAMPAIGN CONTENT
TEASE J-J J-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-1 J-2
TEASE J-J J-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach. TEASE J-J J-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
WEBSITE WEBSITE
My
Skin
Coach.
LAUNCH TEASE SUSTAIN J-J J-10 J+30 J+80
EA
RN
ED
PAID
O
WN
ED
UGC
MOBILE & DESKTOP SEM MOBILE & DESKTOP DISPLAY ADVERTISING
RETARGETING RETARGETING
LAUNCH TEASE SUSTAIN J-J J-10 J+30 J+80
TEASE J-J J-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-1 J-2
TEASE J-J J-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach. TEASE J-J J-10
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
My
Skin
Coach.
WEBSITE
My
Skin
Coach.
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.
THANK YOU FOR YOUR ATTENTION!
LRP ON FIRE
My
Skin
Coach.
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