French skin care giant La Roche-Posay is marking its 50-year anniversary with a mockumentary-style campaign poking fun at half a century of mispronunciation of the brand’s name.
Led by ‘image architect’ Law Roach, known for styling the likes of Zendaya and Céline Dion, the campaign taps into wordplay around the L’Oréal-owned brand to build educational yet entertaining social-forward content.
Roach is joined by experts and creators for the campaign, in which he takes on the role of narrator.
Dr Chris Tomassian joins to share insights on skin health as a board-certified dermatologist, with scientist and chemist Javor Ford unpacking the ins and outs of La Roche-Posay’s sun protection formulas.
Linguist Pierre Crespéau was brought in to explore the brand name and cultural resonance, with content creators DeAndre Brown and Abbie Herbert taking on the roles of marketers and creators as they showcase the impact social-first content can have.
In one of the campaign videos, Roach said:“For the last 50 years one iconic skin care brand has been improving the life of its users, despite the fact that no one knows how to pronounce its name.”
In addition to content rolling out across its own US channels, La Roche-Posay is also investing in paid-for and partner content to further push the message.
Justin Ollivierre, Assistant Vice President of Brand Engagement, shared in a news release: “We are immensely proud to introduce our latest campaign, developed in collaboration with the one-and-only Image Architect, Law Roach, and our fantastic cast of influencers.
“This campaign has truly been years in the making for us and Law.
“Through our strong relationship, we realised a unique creative opportunity, playfully tapping into the viral humor of how consumers pronounce La Roche-Posay.
“Together we fully leaned into that social insight and transformed it into a mockumentary, celebrating La Roche-Posay’s 50th.”