BUSINESS CASE

MT 2023 Assessment
JULY 2023

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BACKGROUND
La Roche Posay is a French Dermo cosmetic brand which has been in the market
for more than 6 years. The Brand is well-known for its acne-prone skin franchise
(Effaclar) & sun- protection (Anthelios) amongst dermo skincare users.
In 1H of 2023, VN market becomes more dynamic with more mass & Korean brands
using SCIENCE & DERMS image to strengthen their product efficacy & building
trust.
Despite the challenges, LRP is still NO.1 recommended brands in medical , NO.1
discussed brand online & NO.1 skincare brand on both LZD & SHOPEE platform in
1H.

CHALLENGE
How To Double Our Business & Penetration In Next 3 Years In Skincare Market
As A Most Powerful Dermo Brand Of L’oréal?

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EXPECTED OUTCOMES
• Identify current brand issues & opportunities
• Propose an Integrated marketing communication for both
consumers channels (for MKT/Commercial candidates) &
medical channels (for medical candidates)
• Visualize Sales report by Power BI and forecast for double
business in the next 3 years (2023-2025) (for data analyst
candidates)

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 SENSE OF PURPOSE
HERITAGE CODES
Our naturally soothing and antioxidant Thermal Spring Water is at the origin of our brand. LRP Logo, Blue & White,
Discovered centuries ago in the town of La Roche-Posay, France. Roche-Posay Thermal Dermatologists, close-up skin
Center is the Europe’s leading Center of Thermal Dermatology, with over 7,500 patients texture, active ingredients
visiting each year to experience the properties of the water.

BRAND PURPOSE VALUE PROOFS

100% products allergy tested
LIFE-CHANGING SKINCARE Effective, Safety, Innovation, 600 CLINICAL STUDY
PRESCRIPED BY DERMATOLOGISTS Tolerance, Dermatology,
RECOMMENDED BY 90,000
Accessibility, Convenience
dermatologists & doctors worldwide

POSITIONING TARGET COMMITMENTS

La Roche-Posay is the #1
DERMATOLOGIST RECOMMENDED Premium Mass/Mass consumers,
looking for product with high efficacy & Cancer Foundation
SKINCARE BRAND WORLDWIDE.
safety.Value for money Respect marine life
RECOMMENDED BY 90,000 dermatologists Eco packing – less plastic
& doctors worldwide

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 OUR TARGET AUDIENCE
THOSE WHO HAVE ACNE, OILY & SENSITIVE SKIN
I am looking for products that not only help treat my skin problems, but also recover my skin health
to make me confident to be my best-self.

Pay 1st priority to products with efficacy,

safety & convenience

Have skin problems (acne, acne marks,

large pores, oily skin, dark spots, skin
allergy)

Product safe on the skin, no allergy

effect & recommended from
dermatologists

High spending mass users: looking for

products with accessible price

CORE AUDIENCE EXTENDED AUDIENCE

Gen Y (Male & Female 25-30 YO) Gen Z( Male & Female 15-24 YO)
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 FRANCHISE FOCUS 2023

EFFACLAR ANTHELIOS CICAPLAST

UNDISPITED LEADERSHIP IN SUNCARE EXPERT IN PIONEER & OWN REPAIR
ACNE & OILY PREMIUM SEGMENT TERRITORY

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 WHERE WE ARE TODAY

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LRP BRAND HEALTH RESEARCH

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 HOW WE LOOK AT SOCIAL MARKETING
Owned Social
Influencer Social Outreach
Media
OWNED CHANNELS INFLUENCERS SOCIAL COMMUNITIES/ PAGES O2O
Beauty Influencers Beauty passion point Lifestyle passion point Beauty Specialty
BEAUTY TIPS & REVIEWS 1 phút Sài Gòn Hasaki Beauty & Spa
VIETNAM 462K like 489K like
190K like · Social Club Community Organization Skin Care Service

Official channels Đẹp Chanh Sả The Gioi Skinfood

AFAMILY 1.9M like
• Local 800.9K members 1.9M like Cosmetics, Beauty
fanpage Public group Community
Drugstores
• Local TikTok Women/Men passion pointNews/Media passion point
Watsons
channel GUU Kenh14.vn 11.8M like
• Official Store Experts 2.9M like 8.3M like Health/Beauty
on Lazmall, Media/News Company Media/News Company
Shopeemall Bestie Medical
3.9M like
Community

Mann Up Health passion point

Creators (micro, nano) 789K like
Hello Bacsi
Salon
Magazine
209K like
Health & Wellness
SOCIAL SEEDING Website

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SPONTANEOUS RECOMMENDATION OF DERMO-COSMETIC
BRANDS – OVERALL AND THE MOST

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MOST OFTEN RECOMMENDED BRAND PER INDICATION

Note: data ≤ 2% are not displayed in the graphic for readability reasons

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 MOST OFTEN RECOMMENDATION AND EVOLUTION PER INDICATION

n La Roche Isis Pierre Other

Vichy Eucerin Avene Galderma Uriage Bioderma A-Derma*
= Posay Pharma Fabre brands
W4 9% 13% 7% 2% 0% 11% 2% 9% 2% 7% 38%
Alopecia / Hair loss 45
evo -23î -29î -3 -4 0 7 0 7 0 - 38ì

Dandruff 48 W4 6% 25% 10% 4% 2% 13% 0% 8% 0% 0% 31%

evo -18î 3 2 4 2 9 -4 -28î -2 - 31ì

La Roche
Vichy Eucerin Avene Cetaphil Isis Pharma Uriage Bioderma Pierre Fabre A-Derma* Other brands
Posay
n=

W4 46% 8% 13% 2% 0% 8% 0% 8% 0% 2% 13%

Photoprotection 48
evo 24ì -26î 9 2 -2 4 -14î -12 0 - 13ì

La Roche Vichy
L'Oreal
Posay (Dermablend / Dermacol Other brands None
n= Paris
(Toleriane) Dermablend Pro)
W4 40% 20% 10% 0% 14% 16%
Corrective make-up 50
evo -4 -26î 10ì -10î 14ì

MOST OFTEN RECOMMENDATION AND

EVOLUTION PER INDICATION – W3 vs W4 (in
percentage points) (2/2)
= Represents a significant increase vs W3 (≤ 5% chance that the trend is coincidental)
= Top brand per indication (Brand(s) significantly ranked #1 or #1ex)
no ranking for the brand that has a % lower than “other brands” or “none” = Represents a significant decrease vs W3 (≤ 5% chance that the trend is coincidental)

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 BRAND IMAGE OVERVIEW

4.0 5.0 6.0 7.0 8.0 9.0

Overall image

0,51
Improves significantly the quality of life of patients with sensitive skin
La Roche Posay
0,5
Has highly effective products n=49

0,48
Offers effective solutions for dermatological skin conditions Vichy
n=49
0,46
Has products offering excellent tolerance Eucerin
n=50
0,45
Brings scientific progress to dermatology
Avene
0,39
Runs highly rigorous clinical trials n=49

0,38
Offers a good quality /price ratio Cetaphil
n=50
Supports dermatologists through medical education
0,38 Uriage
Offers textures that are pleasant to use n=43
0,37
Bioderma
0,36
Demonstrates a commitment to environmental sustainability* n=48

0,34
Demonstrates a commitment to ethical and social causes* Pierre Fabre
n=41
0,29
Has the most professional medical representatives

Mean score on 1/10 scale COMPANY REPUTATION

1 = Least positive
10 = Most positive
SUPPORT AND SERVICES

PRODUCTS

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THANK YOU

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