Responding to new consumer expectations on social networks
The Active Cosmetics brands have increased their presence online and on social networks, answering consumer questions and offering them new experiences.
Skincare is a topic which is increasingly talked about on social media, especially face care. Our brands use these networks to reach out to consumers and create content that answers their questions.
Consumer needs and expectations have been redefined by a need to protect skin from pollution and stress, and problems such as acne, together with a desire for a more holistic approach to skincare, that combines beauty and health, the body and mind. As a result, two skincare trends have emerged; on the one hand, consumers want highly effective products that treat skin health in a safe and effective way, whether it be medical or natural. On the other hand, they are also looking for immediate and sensorial results, a feeling of connecting with their inner selves.
Building consumer connections through communities
Our brands are working to strengthen consumer connections on social networks and forums, where there are many conversations about skincare. They are striving to build communities where information and dermatological advice directly linked to issues concerning specific groups can be shared.
La Roche-Posay targets its communications according to the type of skin problem that can be treated by its products: acne (#stopspots), dryness (Lipikar Families), cancer care (Better skin throughout cancer), moles (Skin Checker), etc. By producing targeted content, the brand engages consumers and focuses discussions on these topics and the key complementary role of La Roche-Posay products during treatment.
Products and services
An online presence also allows our brands to offer complementary services designed to provide consumers with a comprehensive skincare experience which is both sensory and emotional, which builds their trust. For example, our brands offer skin diagnostics online and in stores, as well as programmes to accompany daily skincare such as La Roche-Posay’s personalised “J’aime ma peau sensible” programme.
