THE CHALLENGE
La Roche-Posay faced a pivotal challenge with their first sustainable packaging initiative: introducing refillable products that would highlight convenience and sustainability while maintaining their reputation for scientific excellence.

The challenge was to develop a comprehensive go-to-market strategy and digital campaign that would resonate on social while also demonstrating that sustainable packaging enhanced, rather than compromised, the premium skincare experience La Roche-Posay is known for.

THE SOLUTION
Market and competitor analysis revealed an opportunity to unite three key value propositions: convenience, environmental responsibility, and premium-yet-accessible skincare. I found that people are pretty skeptical of vague "green" marketing claims (and for good reason - there's no real regulation there), leading me to pivot from statistical sustainability messaging to a more emotional approach.

This led to the big idea: "Normalize refills by connecting convenient for me and good for we." It's a simple way to show how making life easier for yourself can create a positive ripple effect for everyone else too. With the brand's enthusiastic support, I combined that notion with sensorial slow motion, macro model and product shots, and water in motion to deepen the emotional resonance.

Paid & Owned Social Campaign