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

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Stay

tuned...

Acne fighters….

We have a

surprise for you

!

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WEBSITE WEBSITE

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LAUNCH TEASE SUSTAIN J-J J-10 J+30 J+80

EA

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PAID

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UGC

MOBILE & DESKTOP SEM MOBILE & DESKTOP DISPLAY ADVERTISING

RETARGETING RETARGETING

LAUNCH TEASE SUSTAIN J-J J-10 J+30 J+80

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Coach.

J1 J2 J3

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Stay

tuned...

Acne fighters….

We have a

surprise for you

!

J-1 J-2

TEASE J-J J-10

My

Skin

Coach.

My

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Coach.

My

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WEBSITE

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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.