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
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. The La Roche-Posay sonic identity was able to bridge those gaps.
La Roche-Posay is focused on illustrating the emotional duality of the brand: not only efficient with treatment, but sensitive to consumer feelings.
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.
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.
Audrey Imbert – Global Marketing Director La Roche-Posay international
Jessica De Lacour Sussac – Digital Content Strategy Director
Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Marie-Claire Chevalier – Project Director
Julien Goris, Vincent Turbé – Art Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Romain Debrie, Pierre Moreau – Designers