La Roche Posay enters Indonesia, taps Lion & Lion for brand launch

Dermatological skincare brand La Roche Posay is expanding into Indonesia and has tapped Lion & Lion for its brand launch campaign, which will focus on raising awareness for the brand on social media and digital. The platforms are namely YouTube, Facebook, and a localised website. At the same time, Lion & Lion will also be responsible for building strong brand equity and desirability, while communicating and educating Indonesian consumers via engaging and appealing creative content.

La Roche Posay is one of the brands under L'Oréal which also includes L'Oréal Paris, Garnier, and Maybelline. The three skincare and cosmetic brands are currently present in Indonesia. Lion & Lion has been working with L'Oréal since 2016 and the introduction of La Roche Posay into the market is, according to the agency, "a follow up to the company's positive reception in Indonesia" as well as a response to increasing demands for healthier skin care. 

The brand mainly targets urban male and female consumers who are in the upper socio-economic status. While the brand declined to reveal the monetary investment behind the campaign, it said it will use influencers for the campaign, especially those with acne. TikTok will also be used as a platform to push out its ads. 

According to L'Oréal Indonesia's marketing manager, active cosmetics division, Nestya Sedayu, the company observed a recent shift in consumer trends, with more consumers looking towards dermatological skincare for reliability, efficacy and safety. "Seeing as how Lion & Lion has been a strong partner both creatively and digitally for the L'Oréal Indonesia group, we believe the agency will provide strong support as well for the launch of La Roche Posay and will continue to play a pivotal role in growing the brand in Indonesia," Sedayu added.

Lion & Lion's MD of Indonesia, John Campbell-Bruce, said the agency has acquired significant experience in the beauty and cosmetics market over the past six years. This has offered the agency with strong insights into consumer trends and behaviours that will greatly help La Roche Posay to make a real impact in the Indonesian market.

"We are excited to continue our journey with L'Oréal Indonesia through the launch of La Roche Posay, a brand that offers positive social impact through its products. This sense of inclusivity appeals to our audience and we have noticed this in the way they have engaged with our content. Our approach will build on this insight and show how La Roche Posay brings people together through its products’ brand promise of safety and accessibility," he added.

Separately, L'Oréal Indonesia recently saw a change in leadership for its eCommerce division. Ankit Porwal was elevated to GM for eCommerce, consumer products division for the newly formed region of South Asia Pacific, Middle East and North Africa (SAPMENA). Succeeding him as Indonesia's eCommerce director was Amit Tripathi, who was previously platform director, eCommerce at the brand. The SAPMENA region was formed in April this year with Singapore being the designated HQ. Vismay Sharma was also appointed president of the region.

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