Brand Identity Consistency and Marketing Strategies for La Roche-Posay: A Case Study, Slides of Brand Marketing

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BRAND IDENTITY CONSISTENCY

BRAND TONE OF VOICE & MESSAGE

BRAND CONTENT FRAMEWORK

CORE BRAND POSITIONING

RECOMMENDATIONS

• LRC launched new product lately - Cicaplast B 5 Ultra Repair Serum 10 % panthenol ( 8 / 2022 )
• LRC FB and Website set the cover page with Cicaplast Baume B 5 cream containing 5 % panthenol informative picture (most popular recovery cream) => Attract customers by setting the familiar products to introducing the new launching item.
• However, Youtube has not been uploaded to date yet
• The simple logo and color, image, and text is repeating, all of the LRC's Channels are consistency alignment => Strengthen customer trust.
• => The overall visualization arrangement is logical and informative.

• LRC creates YouTube content to raise audience awareness to improve the flaw by using Effaclar Spot Scan in the Health Skin Check campaign.
• In the campaign section, the host and skin expert will stream and discuss, view of point about skincare treatments, ingredients of the product. => Building trust, loyalty and pushing purchase after hearing expert sharing opinions.

La Roche Posay is pleased to accompany VnExpress Marathon Sparkling Quy Nhon 2022 , providing the best skin protection solution under the harsh sun this summer with the brand's best- selling products such as Anthelios UVMune 400 sunscreen. , Effaclar Duo+, ... WITH LA ROCHE-POSAY_ BRING CAMPUS TOUR TO SCHOOL Continuing to accompany students, La Roche-Posay organizes many activities to improve skin knowledge to change lives. In particular, you will be consulted and examined for free on this special occasion.

• LRC Website tone of voice mostly is instructional and professional purpose.
• Promotion attracting customer by using enthusiastic tone. - On social media platforms, LRC prefers to using energetic tone with trendy keywords. It is slightly difference from the website content

• Brand color and logo are consistency
• Promotions are well synergy through both social media platforms and website
• The website focuses on product categories and instructional purposes.
• Media platforms tend to inform and organize engagement activities. - Vivid clarifying the brand's value and purpose through the message - The value proposition the brand applied is accepted it to work with the brand message that defeats skin problems and changes the people's lives
• LRC vary the tone of voices to suitable with different channels.
• Such as informative language but not too formal in the website, while it more enthusiastic on social media platform.

• The post's content visuals guide the audience's routine/products to defeat skin issues during summertime.
• Value skincare routine/products suggestion is easy to customer understand and implement without spending too much effort. => After purchasing products, the audience can build up their routine => Marketing communication efectiveness => Opportunity increase sales and potential customers, also restrain loyal customers.

• Collaborating with the top three e-commerce companies - Tiki, Lazada, and Shoppe to reach the broader customers and push convenience shopping behavior.
• Promotions, vouchers, free shipping, and bundle pricing package of recovery & protect product categories are perfect for summertime - skin is quickly sensitive.

1.COMPETITIVE ENVIRONMENT

• Foreign cosmetics brand: Vichy, Paula's Choice, Eucerin Celtaphil,Bioderma, and so on 2.TARGET CUSTOMER - Mostly are youngster and millennium customer from 15 - 30 years old who are suffering from acne and skin sensitivity.

4. BENEFITS

• Competitive Price
• Vary offered product lines
• Friendly ingredients for skin sensitive
• Fast result

5. VALUE AND PERSONALITY

• Positive
• Energetic
• Caring
• Friendly

6. REASON TO BELIVE

• Products sold over 50 countries worldwide

• 90k Dermatologist recommended

• 100% Hypoallergenic 7.DISCRIMINATORS
• Strong brand trustworthy and honest
• Emphasize the crucial of inside beauty also need to care

3. INSIGHTS

• Meaningful life with healthy inside and outside beauty.