final brandstorm 2016 : team #instawest
TRANSCRIPT
Team 04
DEGOS AugustinFABRE MarieGOMES Rémi
INSTAWEST
AGENDA
SKIN CARE MARKET REVIEW
BRAND ANALYSIS
PROJECT
SKIN CARE MARKET REVIEW
SKIN CARE MARKET REVIEW
2010
2015+16,5%
in 5 years
DYNAMIC MARKET
Source : Euro Monitor, 2015
N°3N°2
RANKING WORLD WIDE
N°1
N°3N°2
RANKING WORLD WIDE
N°1
N°3N°2
N°4
RANKING WORLD WIDE
N°1
N°3N°2
N°4
N°2
N°7
RANKING WORLD WIDE
N°1
N°3N°2
N°4
N°3
N°2
N°7
RANKING WORLD WIDE
Source : Euro Monitor, 2015
SKIN CARE WORLD WIDE TRENDS
Source : Euro Monitor, 2015
BRANDANALYSIS
NAD
OBSERVATION
Medical
Not really attractive for young people
BUT
How attract and recruit new young consumers
to the brand?
THE HIGH SCHOOL STUDENT
« I’m not really uncomfortable in my daily life.But you know, about self confidence,
that’s not so easy for me »
THE YOUNG WORKER
CONSUMER INSIGHT
accompanies them to be more self-‐confident in their life
La Roche Posay offers safe and efficient products
that enable them to take care of themselves
For young people,
and
BUT WHY
SELF-CONFIDENCE?
REDNESS
ACNETREAMENTS
FACIAL CARE
LOOK JUDGE SHAME
BE SELF-CONFIDENTWITH LA ROCHE POSAY!
PROJECT
LRPWORLD TOUR
#LRPSelfConfidence
PARIS - MONTRÉAL - NEW YORK - RIO DE JANEIRO –SHANGAI - SEOUL - TEL AVIV - PRAGUES SEO
UL -TEL AV
IV -PRA
GUES -PA
RISPARIS -MONTRÉAL -NEW YORK -RIO DE JANEIRO –SHANGAI -SEOUL -TEL AVIV -PRAGUES
SEO
UL -
TEL
AV
IV -
PRA
GUE
S -P
ARI
S
HOW TO BE IMPACTFUL?
ZoellaUK 7,3 M fans
Saeko Japan 887K fans
Zach King US 11,8 M fans
Thassia Brazil 2,1 M fans
Alonso Renes Spain 64 K fans
Enjoy Phoenix France 2 M fans
Elisa SednaouiItalia 81 K fans
Lucas StoweCanada 2K fans
LRP WORLD TOUR
MASS MEDIA SEMSOCIAL MEDIA
DIGITALWEBTV
MEDIA INVESTMENT
4 STEPS
PROMOTION
WORLD TOUR
DIGITALCOMMUNITY
JANUARY
DECEMBER
MEDIA PLAN
RECRUIT
1. RECRUITMENT
DISCOVER HOWGOOD YOU CAN BE
1. RECRUITMENT
DISCOVER HOWGOOD YOU CAN BE
2. PROMOTION
TALK LIKE
SHARE
3. WORLD TOUR
AN IMPACTFUL EVENTTO SUPPORT THE PLATFORM
4. DIGITAL COMMUNITY
KEEP IN TOUCH WITH
THE LRP PLATFORM
LA ROCHE POSAY WORLD TOUR
The LRP World Tour
1 BUS60 DAYS
OF WEB-SERIE
A 2 MONTHS TRIP
CITIESBRAND AMBASSADORSINFLUENCERS8
12MVIEWS
2 000 ARTICLES
540 000 SAMPLES
1 PLATFORM280 000 VISITORS
LA ROCHE POSAY BUS
LA ROCHE POSAY BUS
LA ROCHE POSAY BUS
LA ROCHE POSAY BUSVISIA
TECHNOLOGY CONNECTEDMIRROR
CONNECTEDMASK
LA ROCHE POSAY VILLAGE
LA ROCHE POSAY HOUSELA ROCHE POSAY
HOUSE
LA ROCHE POSAY HOUSE
• STORY TELLING
• HERITAGE
• PRODUCT LINE
• SERVICES
AND SO WHAT?
LA ROCHE POSAY PLATFORM
CONCLUSION
AN EXPERIENCE
TO GATHER TO UNITETO INTERNATIONALIZE
A YOUNG COMMUNITYAROUND SELF-CONFIDENCE SPIRIT
NOW YOU CAN
APPLAUSE!
LA ROCHE POSAY BIBLIOGRAPHIEWebsites:§ Euromonitor (2015) ‘Skin Care In France’ https://www.portal.euromonitor.com (Accessed: 22 January 2015).§ Euromonitor, available at http://www.euromonitor.com/new-‐product-‐development-‐trends-‐in-‐consumer-‐health/report,
(accessed on 22/01/2015)§ Les Echos Etudes, available at https://www.lesechos-‐etudes.fr/etudes/beaute/medecine-‐esthethique/, (accessed on
22/01/2015)§ Llllitl, advertising blog website, http://www.llllitl.fr§ la Réclame, advertising blog website, http://lareclame.fr§ Stratégies, Digital Media about brand and innovation, http://www.strategies.fr/info/La%20Roche-‐Posay
Articles:§ Mirabelle Belloir, 2015, “L’hygiène-‐beauté, le marché des PGC où l’innovation est la plus importante pour les clients”, LSA, n°2135654§ Géraldine Cohen, 2014, “Beauté & digital: une revolution en marche”, Les Echos§ Mirabelle Belloir, 2015, Le Dermacenter, vitrine pour l'expertise de la peau de L'Oréal, LSA, n°2382, http://www.delphes-‐indexpresse.com.audenciagroup.idm.oclc.org/article.asp?type=interne&nodoc=1173911
§ Vanessa Carronnier, 2015, “Les applis mobiles prennent de bonnes résolutions”, CosmetiqueMag, n°153§ Maryline Le Theuf, 2015, “Le groupe L’Oréal élargit son offre”, CosmetiqueMag, n°165
L’Oréal Ressources Pack on Brandstorm Website
LA ROCHE POSAY ANNEXES
Media Plan