La Roche-Posay has been an expert in sun protection for more than 25 years, collaborating with dermatologists worldwide. The brand is committed to helping consumers stay safe in the sun with intelligent formulas suitable for daily use and all sensitive skin.
Our mission was to raise awareness and purchase of the Anthelios range with an experiential marketing campaign, cementing La Roche-Posay’s position as a suncare expert.
To do this, our objectives were to:
• Increase awareness of sun safety and the importance of sunscreen usage
• Drive trial of the Anthelios range
• Drive purchases to Boots or online with leaflets
• Promote brand expertise to strengthen belief in the brand’s efficacy
Our research showcased that there are a lot of misconceptions about sun protection among the public.
For instance, 29% of Gen Z believe sunburn cannot occur within the first 30 minutes of sun exposure. However, 38% of people encouragingly reported that their attitude towards sun safety has changed in the last six months.
So, while the misconceptions highlighted the need for educational initiatives, the openness to new information presented an opportunity for us to influence behaviour and increase awareness, positioning La Roche-Posay as a trusted leader in the sun safety market.
Our strategy was to show that La Roche-Posay knows its stuff with an educational touring roadshow, proving the efficacy of the products in person and offering free health checks with dermatologists. We’d also highlight how the Anthelios range offers practical and pleasant-to-use solutions for daily sun protection to boost sales and trial.
Our experiential marketing campaign hit shopping centres and high streets across the UK, drawing attention with clean La Roche-Posay branding.
Championing the two hero products, UVMune and Kid Dermo-Paediatrics SPF50+, our skincare experts engaged customers with sample trials to demonstrate sunscreens' look, feel and smell. To drive trust in the Anthelios range’s efficacy, expert dermatologists educated consumers on sun safety and how La Roche-Posay is leading competitors in formulating products that work.
Our dermatologists offered a free mole-checking service in private consultation spaces, strengthening the brand’s expertise and delivering a complementary programme to the benefits of wearing daily sun protection.
External cover on the high streets lets us activate come rain or shine (the Anthelios range helped out here, too!), with stylish seating areas encouraging dwell time and brand engagement.
“Will you be doing this again? I love the awareness you guys are creating.”
