La Roche-Posay

From the very first exchanges with Sixième Son, I appreciated the finesse of their understanding. We needed to create an audio brand style guide for international coherence. This is possible today thanks to the musical design that magnificently expresses the brand message and takes our brand communication above and beyond. A challenge well met, Bravo! 

Audrey Imbert-Legrain, Global Marketing Director

extremely pure, authentic and natural

sensitive to consumer feelings

Challenge

As a premium brand of the L’Oréal Group with an international reach, La Roche-Posay has decided to reinforce the power and consistency of the communication around the brand and its product.

La Roche-Posay is focused on illustrating the emotional duality of the brand: not only efficient with treatment, but sensitive to consumer feelings.

 

Sonic identity

To draw out the natural and sensitive aspect of the brand, the sonic identity is extremely pure and simple, with very few musical elements.

That said, the music does not sound naïve or childish. The piano, percussion and voice are all very precise in rhythm and placement and, together, the textures have a premium, high-end quality.

Results

To officially reveal the audio identity and further emphasize the brand’s personality, the Brand Movie and all Product Movies debuted at the L’Oréal Active Cosmetics International Meeting – each giving a custom music score to La Roche Posay.

According to Shazam, 70.3% of the brand film audience “shazamed” the music, which is 4 to 5 times above the average.

Credits

CLIENT LEAD

Audrey Imbert – Global Marketing Director La Roche-Posay international
Jessica De Lacour Sussac – Digital Content Strategy Director

AGENCY

Michael BoumendilPresident & Chief Creative Director
Laurent CochiniManaging Director
Marie-Claire Chevalier – Project Director
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Romain Debrie, Pierre MoreauDesigners