3. ACTIVE COSMETICS MARKET
+4,4% of the mondial
market beauty
#1 France
#2 Italy
#3 Germany
#4 Spain
Progression since 2013:
+5,0% in the world
+3,0% in Western Europe
Western Europe:
60% of the mondial market
of active cosmetics
4. COMPETITORS AND BUSINESS
PERFORMANCE
La Roche-Posay:
Follower
+ 14,5% of turnover in 2014
3 times faster than the european market
Leader
Challenge
r
Follower
6. OUR TARGET
Girls between 15 and 25 years old
Most of teenagers have skin problems
74,1% did ever buy a La Roche-Posay product
96,3% of them spend less than 40€/month for
cosmetics products
7. OUR CONSUMER
Carla is 18 years old.
She comes from a wealthy family.
She is a student.
She lives alone on an university campus.
She wants to look beautiful to find the love.
She uses a lot of make up bought by his mom to hide her skin
problems, but now she wants a real solution.
But she doesn’t go to the dermatologist because her studies give her
no time.
9. OUR SOLUTION
We know:
- 75% of people between 15 and 25 years old knew
the brand by their family
- 2453€ per month is average salary of active
cosmetics clients
-59% have at least one child
SO :
Our target will also be the moms because their will
buy the traetment for his daughter.
12. OUR GOALS Create a relationship
with the brand
Boost the brand online
13. HOW TO TARGET OUR CLIENTS?
Advertising at schools, supermarkets and pharmacies
Blogs
Smartphone application
Creation of a digital community
Ambassador of the brand
eCommerce website
Media planning
Video
15. OUR BLOGS
• Focus on beauty blogs
• 33, 8% of our target often visit beauty blogs
• Poeple who follow blogs trust their favorite bloggers.
Our purpose is to build public confidence but also use the fame
of youtubers and bloggers.
Partnership with bloggers and
youtubers
16. SKIN GENIUS APP
Why will people download and use this product?
Why we are building
this ?
91,2 % have
a
smatphone
56,4% use
beauty
app
How will this make people’s live easier or
better?
Selfie
corrector
Augmented
reality
Bought on the
app
How will this help us achieve our
company mission?
17. USER STORY (SUPPRIMER)
One day Carla discovers the skin genius app.
She downloads it and take a selfie.
The app shows her the benefits she could have.
Clara buys the product with the app and follow the treatment
suggested.
Weeks later, Clara has a perfect skin thanks.
20. AMBASSADOR OF THE BRAND
Emma Watson
25 years old
Icon of beauty
Image of a good girl
Use his
21. WEBSITE
eCommerce website
Responsive design
Rate of the product
Presence of the
community thanks to
the forum
22. MEDIA PLANNING
Leaderboards, MedRect and Splash present on
websites focused on women and medicine
1 month before summer holidays
49,3 % of the people look a bit the adverts on internet
37,7% of user click on the ad when this one interest
them
24. MEDIA PLANNING: SITES AND
BUDGET
Women and youth’s websites
Size: Leaderboad, MedRect and Splash
Budget: 300 000€
30 jours Moyenne
25,7€
Moyenne 2,2€
27. BIBLIOGRAPHY
AMA, « SWOT ANALYSIS FOR LA ROCHE-POSAY », on http://amandeepgill-
journal.tumblr.com/post/23096200199/swot-analysis-for-la-roche-posay,
consulted the 14th October of 2015 at 15:10.
INF, « INFOGRAPHIES », on http://www.loreal.fr/Media/Infographies?Type=2401,
consulted the 14th October of 2015 at 16:25.
LAR, « La Roche-Posay, une croissance qui ne se dément pas » on
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, consulted the 13th October of 2015 at 22:00.
LARO, « La Roche-Posay », on http://www.loreal.com/brand/active-cosmetics-
division/la-roche-posay, consulted the 13th October of 2015 at 22:15.
