Strategic Objective
The goal of the advocacy strategy is to build a long-term, umbrella communication platform that positions La Roche-Posay as:
a dermatological brand with a medical mission,
a real supporter of people living with skin conditions,
a brand that improves quality of life, not just skin appearance.
At the same time, the strategy enables mass engagement and community recruitment, transforming consumers into active advocates.
Core Platform Idea
SKINTELLING
SkinTelling combines skin and storytelling.
It introduces a platform where people openly share personal skin stories — emotional, real, and lived.
It introduces a platform where people openly share personal skin stories — emotional, real, and lived.
SkinTelling reframes skincare as:
a language, a signal, a lived experience.
The skin “communicates” through dryness, acne, irritation, atopy or discomfort — and La Roche-Posay listens and responds.
Why SkinTelling Works
1. Personal & Emotional
Stories outperform claims.
SkinTelling invites patients, doctors, creators and consumers to share lived experiences — creating stronger emotional engagement than traditional product-led messaging.
SkinTelling invites patients, doctors, creators and consumers to share lived experiences — creating stronger emotional engagement than traditional product-led messaging.
2. Universal & Scalable
The platform can flex across:
different skin conditions, multiple product lines, diverse age groups and life stages.
3. Conversation-Driven
SkinTelling naturally encourages dialogue, participation and peer-to-peer exchange — essential for community building.
4. Human Differentiation
In a category dominated by medical and scientific language, SkinTelling introduces human warmth, authenticity and accessibility — without compromising credibility.
Alternative Communication Line
“Care That Connects”
This line reinforces:
understanding, empathy, authenticity, care for the whole family.
It positions La Roche-Posay as a safe, inclusive space, where everyone is welcome — regardless of skin type, condition or routine.
Role of Advocacy
Advocacy at the Heart of the Campaign
Advocacy is not an add-on.
It is the core engine of the campaign.
It is the core engine of the campaign.
Advocacy goals:
Build the “heart” of the #SkinTelling campaign
Increase trust and medical credibility
Create a valuable space for sharing real experiences
Recruit people into a long-term community
How advocacy works:
Ambassadors and community members share real stories
People actively sign up and participate
Education and values spread organically
Brand authority grows through lived proof, not advertising
Strategic Challenge
Despite strong medical credibility, many consumers are still unaware of:
the brand’s mission,
its social impact,
its role in skin health as a public health issue.
The strategy addresses this by repositioning La Roche-Posay as a defender of skin health, relevant to everyday life — not only dermatology clinics.
Strategic Pillars
Social Listening from Day One
Using social listening tools to identify trends, real needs and emerging conversations.
Using social listening tools to identify trends, real needs and emerging conversations.
Consumer-Led Stories
Authentic stories amplify discussion across paid and organic channels.
Authentic stories amplify discussion across paid and organic channels.
Medical Authority & Trust
Medfluencers, dermatologists and experts anchor the brand’s medical credibility.
Medfluencers, dermatologists and experts anchor the brand’s medical credibility.
Community Engagement
Building a strong ecosystem of nano-, micro- and macro-advocates.
Building a strong ecosystem of nano-, micro- and macro-advocates.
Goals & KPIs
Increase brand awareness and share of voice
Strengthen trust and medical positioning
Maximize reach, engagement and meaningful mentions
Drive participation in conversations about skin health
Measurement includes:
influencer mentions, medical discussions, social engagement, advocacy impact indices.
Phased Activation Model
Phase 1 — Ambassadors & First Stories
Real ambassadors (not generic models)
Content from shoots + Reels + Stories
Call to action: share skin challenges in comments
Early community identification and product testing
Phase 2 — Kick-Off Event (Warsaw)
Open, accessible event
First SkinTelling stories collected live
Event streaming to scale reach
Micro-seeding to extend impact
Phase 3 — Post-Event & Community Platform
Influencer publications from the event
Media partnerships (Vogue, Elle, Glamour, OFeminin)
Launch of the La Roche-Posay Community Platform
Community becomes the campaign’s long-term core
Phase 4 — Standard Campaign & Scale
Emotion-led video content (Reels, TikTok, YouTube)
Influencers beyond beauty (sports, culture, everyday life)
Subtle, non-intrusive visual branding
Community recruitment and challenges
Podcast as an educational + emotional extension
Influencer Ecosystem
A full pyramid model:
Celebrities & top influencers (reach)
Medfluencers & skinfluencers (credibility)
Micro & nano influencers (authenticity)
Community members (continuity)
Each group plays a distinct role in trust, education and emotional connection.
Events as Experience Platforms
Events combine:
Education – dermatologists, workshops
Experience – product zones, testing
Expertise – consultations, diagnostics
Community – shared storytelling
Commerce – social commerce, pop-ups, discounts
SkinTellers Club — Community Platform
The platform offers:
peer-to-peer support,
monthly expert sessions,
themed skin-health months,
early access, samples and testing kits.
It balances clinical credibility with modern, trend-aware UX/UI, inspired by premium lifestyle platforms.
Long-Term Value
SkinTelling transforms La Roche-Posay from:
a recommended dermatological brand
into
a living, listening, human-centered movement around skin health.
into
a living, listening, human-centered movement around skin health.
All elements of this project that constitute a work within the meaning of the Copyright and Related Rights Act, or an improvement project, invention, industrial design, utility model, or trademark within the meaning of the Industrial Property Law Act, constitute the author's property protected by law. Any use thereof without express written consent will constitute grounds for pursuing legal claims, including claims for damages.
The information contained in this offer and the documents attached hereto may constitute a trade secret within the meaning of the Act on Combating Unfair Competition.
