Last week I was invited to come and see the launch of a very special campaign by La Roche-Posay, in the battle against skin cancer. Skin cancer is a silent killer but if caught early is highly treatable. This is the premise behind the new campaign by La Roche-Posay, that if each and everyone of us becomes someone else’s skin checker, we can all help reduce mortality. There were dalmatians, manicures, instagram photos, cocktails and a lot more happening!
What is a skin checker, anyway? You become a skin checker if you can check your partner/parents/siblings/children’s skin for spots and monitor any changes. The dalmatians make perfect models for the campaign and I am certain there will be a few aaawwws when you watch their new awareness advert:
Tessa Tysome, Senior Product Manager at La Roche-Posay explained all about the new campaign, which focuses on being positive rather than scaring people with statistics (they are pretty scary, by the way). By raising awareness through appealing to our natural instincts of caring for our loved ones, the campaign promises to be a success. I thought this was also quite interesting in a Marketing point of view, as it struck me as a very clever and potentially effective approach. Emotion and love are always strong motivations to do something and in this case, are being used for a very good cause.
Dr Hiva Fassihi, a Consultant Dermatologist also explained how La Roche-Posay is the only sun protector brand that is actively recommended by dermatologists and can be obtained through the NHS. They have been doing research for many years and the new range of products include baicalin, which has been proven to protect against the effects of UVA radiation which can cause photoageing, immunosuppression, pigmentation contrasts, skin tone irregularities and uneven skin texture.
We all brought one of these home at the end of the evening, it was fun to walk down Oxford Street with it and even funnier to ride the tube with my very own dalmatian balloon. It was worth it, as it is now keeping me company in my room, ha ha.
The variety of products available in the new range is quite good, for all types of skin, lifestyles and ages. Whether you need something to protect you on your day to day life or for that 2 week holiday in the sun, there is something in the new range for you. The important thing is to not forget about protecting yourself.
With sun protecting makeup you can wear to the beach there really is no excuse for not being careful about the sun rays. I had never seen this kind of product before and even though I might not be exactly the target audience for it, I think it’s an amazing innovation for the ladies who cannot be seen without their makeup.
As I mentioned earlier, this event was a lot of fun – we took Instagram photos and had them printed, had spotty manicures done, as you can see on the photo and there was also a competition to win a cute Lulu Guinness purse. All you had to do was write on a card the number of differences between the the two dalmatian pooches. I didn’t get it, gutted!
As you can probably guess from the photos, I had a great time sipping on orange coloured cocktails, meeting new faces and getting to know more about this new campaign, that I hope takes off. I’m doing my bit by raising awareness, hope it has convinced you to become a Skin Checker too!