SUNCARE REVOLUTION
La Roche-Posay UVMune 400
Following ten years of pioneering research into long UV rays, La Roche-Posay continues its mission to offer life-changing skin solutions to all with its latest innovation, the Anthelios UVMune 400 Invisible Fluid.
The sun cream offers broad spectrum, photostable SPF50+ UVA/UVB/Infrared protection. It comes in an ultra water-resistant formula specifically developed for sensitive skin. The sun cream is non-greasy, non eye-stinging and non-sticky. La Roche-Posay described the innovation as its ‘greatest revolution in suncare in the last 30 years’.
This is due to a new, exclusive filter, Mexoryl 400, which is the only UV filter that protects against the most insidious ultra-long UV rays. Ultra-long UV rays can cause DNA damage, ageing and skin cancer.
This is combined with La Roche-Posay Thermal Spring Water, a core ingredient in many La Roche-Posay products. The Selenium-rich water is also used at the Centre Thermal La Roche-Posay, Europe’s leading thermal dermatology centre.
Thermal Water offers a myriad of skincare and wellbeing benefits. It is known to accelerate healing, improve the suppleness and elasticity of the skin, and has soothing anti-inflammatory properties. It is also used for thermal therapy for the skin side-effects of cancer treatments.
Anthelios UVMune 400 makes a mark in Hainan
Last year, La Roche-Posay teamed up with China Duty Free Group to run the Anthelios Solar Lab pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan. It ran throughout July and was supported by Out-of-Home media in Hainan.
The suncare consumer journey began with a giant Anthelios product centrepiece that towered outside the pop-up. At the entrance, visitors were drawn to the live UV index screen, which emphasised the suncare line’s immediate relevance to Hainan travellers.
La Roche-Posay brand ambassadors, dressed in professional lab coats, prompted visitors to scan a QR code to unveil a virtual dermatologist experience. Meanwhile, virtual touchpoints revealed the breakthrough science and strong UV efficacy behind Anthelios. Pop-up visitors then got the opportunity to use a UV camera beauty-tech tool to witness the instant high levels of UV protection that Anthelios UVMune products offer. They received a photo print-out as evidence of effective product trials.
Visitors also discovered the technology powering Anthelios via QR codes at the solar lab table and tried out the high-efficacy formulas of other La Roche-Posay products.
Throughout the La Roche-Posay summer suncare campaign, over 70 beauty influencers were invited to share their La Roche-Posay suncare experience, dermatologist classes and Hainan travel vlogs.
Hainan travellers were guided to join in the La Roche-Posay suncare journey as they engaged with various Anthelios Out-of-Home touchpoints throughout Hainan.
For example, users who checked in to China’s leading weather application, MOJI, were greeted with an exclusive La Roche-Posay Anthelios experience and suncare avatar to help them dress for the weather. The Hainan activation is the first of many promoting the new innovation, which will remain a core focus for the brand in the short to midterm.
Spotlight Series - September 2023