La Roche-Posay is encouraging Canadians with sensitive skin to speak out, with “Your Sensitive Skin Story” a new online campaign aimed at those who grapple with fair, allergic and problematic skin.
La Roche-Posay, a division of L’Oréal Canada, launched the digital effort on May 15 with a 90-second video featuring model Jessica Langlois. In the spot, Langlois, who is albino, details her struggles with the sun, and reveals how proper protection allowed her embrace the outside world and chase her dreams.
The video, which is running on YouTube and via pre-roll, drives viewers to the campaign hub where they can share their own skin stories, browse the brand’s product lines and get more information on dealing with sensitive skin. For every story submitted, La Roche-Posay will donate $1 to the “Save Your Skin Foundation” (a Vancouver-based organization that supports Canadians diagnosed with skin cancer) up to a total of $10,000.
According to Jasmine Tsang, brand manager at La Roche-Posay, the idea come about as a result of insights gleaned from consumer research conducted by Montreal-based web design and communications agency TP1. Those with sensitive skin (approximately 69% of Canadians) said having temperamental skin feels like an everyday battle to gain control.
“It’s something that can be a daily struggle,” Tsang said. “”But we want to spin this in a positive way — there’s also lots of great moments and victories as well. We found consumers were telling us that when you’re skin feels right, everything seems to fall into place. And we really loved that because most of us can relate. When you have a bad skin day, or your skin doesn’t feel right, you’re day’s completely off.”
“Your Sensitive Skin Story” consists of three components. The first, (which is currently running) focuses primarily on sun protection and the brand’s Anthelios line, while the second (slated to launch in August) tackles allergic skin. In October, the brand will zero in on eczema and its specially-formulated Lipikar line.
Through the La Roche-Posay Foundation, the brand has always been active in supporting research in the clinical, pharmacological, and biological fields of dermatology, an approach that can make the brand come off as slightly detached and objective, Tsang explained. “Your Sensitive Skin Story,” in particular the video with Langlois, is an attempt to forge a more emotional connection with consumers.
“Our brand typically is very clinical, it’s very scientific and we wanted to add more of an emotional component to it,” Tsang said. “We found that her story was very compelling, in that it encompassed what we meant by helping people with really sensitive skin live a better life.”
In addition to conducting market research, TP1 also led on creative. Labelium handled the media buy, while High Road manages PR.