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Brandstorm
- 1. LA ROCHE-POSAY BRANDSTORM Elisa Huerta, Margot Genot, Mathieu Ricour, Sarah Stockhem
- 2. KEY POINTS BRAND OVERVIEW STRATEGY SOCIAL MEDIA - VIDEO WEBSITE - APP MEDIA PLAN
- 3. MARKET ANALYSIS MISSION « A better life for sensitive skin » VALUES Hypoallergenic and non-comedogenic – La Roche-Posay thermal spring water – Limited use of ingredients Facial Care – Make-up – Hair care – Body care Efficacy – Tolerance – Transparency – Honesty – Caring – Empathy PRODUCTS VISION One “La Roche-Posay” product in every home
- 4. MARKET ANALYSIS COMMUNICATION 70 0 TARGET 1 → 100 years old 60 countries Europe Asia and America 80.000
- 5. MARKET ANALYSIS x 3 in 10 yearsBUSINESS PERFORMANCE POSITIONING AND IMAGE Dermocosmetic market Sensitive skin Dermatologists 27.579.000€ profit 14,5% in 2014
- 6. MARKET ANALYSIS MARKET SHARE Competitor s: Cosmetics brands used by young people* : Nivea, Axe, Vichy, Maybelline, Avène, La Roche-Posay *Qualitative survey of 8 men and women age 15-25 Price Pharmacies Perfume stores 1,66 billion € 1,148 billion € 2014
- 7. DERMOCOSMETICS MARKET ANALYSIS MARKET TRENDS 2,2 % 4,4% 15 years European beauty market 11,8% 60%
- 8. MARKET ANALYSIS SWOT ANALYSIS Dermocosmetic market Quality, high end, professional image* Strenghts Weaknesses Opportunities Threats *Qualitative survey of 8 men and women age
- 9. STRATEGY TARGET PRODUCT RANGEAnti-aging: SUBSTIANE + REDERMIC WHY? Market trend More efficient to use at this age Unexplored target for this range of products Marie, 20 years old Kim, 25 years old
- 10. STRATEGY PROMISE « Help me keep my skin young » It’s better to preserve your skin now then try to fix it later You can change your habits now to keep your skin young STORY « Youth doesn’t last, but your skin does » SLOGAN
- 11. STRATEGY BUSINESS OBJECTIVES Usefulness anti-aging cream in your 20s: → →14%* use it Generate leads from beauty youtubers and bloggers → 23%* follows one → *Based on a survey of 100 women between 20-25 54 %* 72 %* 150.000 in 4 months
- 12. STRATEGY STRATEGY Provide information over the aging of the skin and how to prevent it → Website & app ← Show how your skin could age → App ← Link between our online strategy and La Roche-Posay selling points → App: QR code & geolocation ← Online presence → Social media: ad and posts ← → Young women websites ←
- 13. TACTICS Tip of the week: Vitamin C is a great ingredient to prevent aging, acne and boost your skin! More tips: http://mi8.ly/diuz77 STRATEGY Thanks for all your tips! I didn’t know I could use anti aging product at my age. Social media Link to our website and app 1 tip a week YouTube channel
- 14. TACTICS YouTube - blog STRATEGY *Based on a survey of 100 women between 20-25 Send products to beauty bloggers/youtubers → Create partnership EnjoyPhoenix, Sananas, Zoella, Jenesuispasjolie, Sandrea, Carly Bybel,… *
- 15. TACTICS Video → Beauty tutorial style: tips STRATEGY
- 16. STRATEGY TACTICS Forever young BY LA ROCHE-POSAY NLFR WHAT IS THE BEST PRODUCT FOR YOUR SKIN? HOME VIDEOS COMMUNITY CONTACTPRODUCTS 🔽 TIPS 🔽 ENJOYPHOENIX VITAMIN C TOO YOUNG? 14 FOODS TO STAY YOUNG Website Tips, expert opinions, press & blog articles, YouTube videos Sharing advices, opinions, experiences – 35% interested* Partnership with NewPharma *Based on a survey of 100 women between 20-25
- 17. Concept: Skin in 20 years – 66% interested* 84%* *Based on a survey of 100 women between 20-25 STRATEGY TACTICS App User story: « As user I want to see what my skin will look like in 20 years, so I can learn how keep my skin young with tips and products » 24% * 39% interested*
- 20. MEDIA PLAN FOCUS → Websites for young women → Popular among young people → ad in Belgium (yet) WHEN? November → February 67% 7% 4% 22% PebbleMedia HiMedia Google AdWords Social Media 300.000€
- 21. MEDIA PLAN Sales Houses Buying Model Sites Section Format Language # days Impressions * SOV Cost CPM* CTR* Click* CPC* PebbleMedia CPD WomenBrands** RON 2 days Takeover + 7 days Leaderboard FR NL 7 1.317.000 30% 29.000 € 22 € 1,2% 15.804 1,83 € WomenBrands** RON Splash FR NL 7 608.800 60% 18.300 € 30 € 0,9% 5.479 3,34 € WomenBrands** RON Leaderboard / medium rectangle FR NL 35 5.427.000 30% 109.000 € 20 € 0,6% 32.562 3,35 € Public Homepag e Leaderboard FR 35 207.000 14.250 € 72 € 0,5% 1.035 13,77 € Doctissimo Native Advertising FR 28 100% 31.980 € Total after discount 202.530 € CGV: 5% * 15.000€ HiMedia CPD Melty Homepag e Splash FR 7 40.000 2.500 € 62,5 € 0,4% 160 15,63 € Quefaire/watdoen Homepag e Splash FR NL 7 125.000 6.000 € 48 € 0,4% 500 12,00 € Kinepolis Homepag e Splash FR 7 85.000 4.000 € 47 € 0,4% 340 11,76 € Aufeminin/wewom en Homepag e Splash FR NL 7 100.000 9.500 € 95 € 0,4% 400 23,75 € Total after discount 20.350 € CGV: 7,5% * 22.000€ Google AdWords CPD Google Targeting Text ad FR NL EN 112 112.000 12.320 € 110 € 0,57% 6.384 1,93 € Total after discount 12.320 € Social Media CPD Facebook Targeting Picture Ad FR NL EN 112 3.696.000 20.000 € 5,4 € 0,2% 7.392 2,71 € YouTube Targeting Pre-roll FR 112 784.000 33.600 € 42,9 € 0,8% 6.272 5,36 €
- 22. LEADERBOARD
- 24. CALENDAR MEDIA PLAN Sites Section Format Week of 02.11 09.11 16.11 23.11 30.11 07.12 14.12 21.12 28.12 04.01 11.01 18.01 25.01 01.02 08.02 15.02 WomenBrands RON 2 days Takeover + 7 days Leaderboard WomenBrands RON Splash WomenBrands RON Leaderboard / medium rectangle Public Homepag e Leaderboard Doctissimo Native Advertising Melty Homepag e Splash Quefaire / watdoen Homepag e Splash Kinepolis Homepag e Splash Aufeminin/ wewomen Homepag e Splash Google Targeting Google Adwords Facebook Targeting Picture Ad Youtube Targeting Pre-roll
- 25. CONCLUSION “Your future is created by what you do today, not tomorrow” Robert Kiyosaki
- 26. …FOR YOUR ATTENTION THE YOUTH KEEPERS TEAM
- 27. SOURCES http://www.boursier.com/actions/actualites/news/l-oreal-un-nouveau-souffle-pour-vichy-la-roche-posay-et-kerastase-601879.html http://www.loreal.fr/media/beauty-in/beauty-in-cosm%C3%A9tique-active/de-la-source-aux-produits/la-roche-posay--une-croissance-qui-ne- se-d%C3%A9ment-pas http://www.loreal.fr/media/beauty-in/beauty-in-cosm%C3%A9tique-active/de-la-source-aux-produits/la-roche-posay--une-croissance-qui-ne- se-d%C3%A9ment-pas http://www.loreal-finance.com/fr/communique/chiffre-daffaires-du-1er-trimestre-2015-1010.htm http://www.sharingbeautywithall.com/sites/default/files/cms/loreal_annual_report_2014_eng.pdf http://www.loreal.com/media/beauty-in/beauty-in-active-cosmetics/the-dermocosmetics-global-market-/a-growing-sector http://www.loreal.com/media/beauty-in/beauty-in-active-cosmetics/the-dermocosmetics-global-market-/a-growing-sector http://www.rtbf.be/tendance/beaute/detail_slow-cosmetique-une-approche-ecologique-et-intelligente?id=8972996 https://www.vivaness.de/en/press/press-releases/?focus=fr&focus2=nxps%3A%2F%2Fnueme%2Fpressnews%2Fc8c1eb9f-9125-4dc0-84bc- a43246ff0c36%2F%3Ffair%3Dvivaness%26language%3Dfr http://beautistas.com/beauty-mag/tendances/trends-watch/les-tendances-cosmetiques-pour-2014-2015/ http://havas-worldwide-brussels.prezly.com/la-roche-posay-et-havas-life-brussels-lancent-la-campagne-virale-become-a-skin-checker-en- belgique https://www.thinkwithgoogle.com/intl/fr-fr/case-study/loreal-fait-appel-a-de-celebres-blogueurs-video-specialises-dans-les-conseils-beaute/ http://www.therollingnotes.com/2015/05/23/la-roche-posay-surveille-ta-peau/
Notas do Editor
- Target: Men and women 1 to 100 years old Health conscious Commited to their skin 60 countries Well established in Europe Huge growth potential in Asia and America Communication: Don’t rely primarily on mass media Recommended by dermatologists and pharmacists: → 700 medical sales representatives visit 80,000 doctors worldwide Active on social networks Google Adwords YouTube ambassadors True View Campaign TV commercials
- Positionning and image: L’Oréal group: Active Cosmetics division Leader in the dermocosmetic market Specialized in sensitive skins Recommended by professionals Business perforamnce: Turnover x 3 in 10 years 3000% since its purchase by L’Oréal (1989) Worldwide expansion: China, Brazil, USA… 27.579.000€ profit & 14,5% in 2014
- Intern competitors: Vichy, Biotherm, Roc Leader: L’Oréal → 1,66 billion € turnover in 2014 Challenger: Pierre Fabre (Avène, Ducray, A-Derma) → 1,148 billion € turnover in 2014
- Dermocosmetics: Young sector in expansion: from 2.2% → 4.4% of the global beauty market in 15 years 11,8% of the beauty market in Europe (5,5% in 1998) 60% of the dermocosmetics sales : Western European markets Market trends: Anti-aging skincare Men’s beauty Natural, ecological, organic products Anti-pollution produtcs in Asia Personnalisation and recommandation Beauty videos on Youtube Sheet masks
- Strenghts: Leader on the dermocosmetic market Recommended by professionals Belong to a well-known and trustworthy group (L’Oréal): gilt-edged + image: quality, high end, professional* Weaknesses Lack of media presence* Attracts a limited kind of consumers Lack of interest of young men* Opportunities: Recent expansion of the dermocosmetic market New media channels and type of advertising Threats: Dense and growing competition on the market Advertising of its competitors
- Young women age 20-25 Anti-aging: redermic and substiane
- Business objectives: Bring awareness about the usefulness anti-aging cream in your 20s: → 54% didn’t know you could use it in your 20s* →14% use it* Generate leads from beauty youtubers and bloggers → convince them of its usefulness: → 23% follows a beauty youtuber or blogger* Orientate customers during their search before their purchase: → 72% interested to get advices on how to keep their skin young* Get 150.000 unique visitors in 4 months
- EnjoyPhoenix = muse Our own channel with tips
- Blog about aging prevention Information about the anti-aging range of La Roche-Posay Forum : link of the products to their website
- Shows your skin in 20 years – 66% interested* and we are going to show them how them skin could improve if they a-use la roche posay product Quiz about daily habits and skin type Suggestions of anti-aging products – 84% interested* Geolocation to show near-by pharmacies → 24% buy cosmetics in pharmacies* Share picture on social media – 39% interested* QR code near the products in shops with a link to our app
- When? Around winter holidays FOCUS: 2 sales houses: pebble meida and himedia Websites for young women Social Media: Facebook, Twitter, YouTube → Popular among young people → Instagram Ad is not available yet in Belgium