The profile of the consumer today has been largely determined by the trends to which it joins day after day.
The lifestyles are definitive to understand the consumer in depth.
One aspect that makes brands stand out in the market is the interaction with which they manage to build their commercial profiles.
The Mexican consumer has a very complex profile and demands the greatest possible understanding, that is why within the beauty industry certain trends have been determined based on which strategies have to be designed.
One way to achieve this is by studying the management and diploma programs of the School of Marketing and another is understanding everything that happens in the beauty industry, explained by Susana marquez, Marketing Director of La Roche Posay.
Merca2.0 – What has been the growth that has occurred in the sun protection market?
Susana Márquez – The “skincare” market (facial skin care) through Dermocosmetic products, in general had good dynamism at the beginning of 2020, after the beginning of the pandemic, until now, we have witnessed a positive trend of consumers seeking greater well-being and health; This has led to an acceleration in the consumption of this type of double-digit dermatological products in recent months.
Susana Márquez, Marketing Director of La Roche Posay
On the other hand, in particular the dermo-cosmetic sun protection market has not had the same behavior, as at a global level, because there is still no rooted culture in our country about the importance of the daily or daily use of sunscreens (and not are only on vacation), therefore, in the last month it is flat versus 2019.
Merca2.0 – What is the profile of the Mexican consumer in the skin care market?
SM – The profile of the Mexican consumer who uses dermo-cosmetic products is mostly women (80%), so there is a lot of potential to recruit men. Regarding the age, mainly between 25 and 44 years (on average 34 years) and on average they use 4.5 skin care products a day and that reached the category by the recommendation of a dermatologist, a friend or family member or through of digital.
Merca2.0 – What has helped a skin care brand communicate with the Mexican consumer?
SM – In short, the digital strategy has been very important to be able to be closer to the Mexican consumer and communicate better. Either through social media or through organic Search and display campaigns.
It has also been important to approach the skin expert, the dermatologist, through digital, since they are the most specialized health professionals and they have very valuable information for proper skin care.
An example of this approach was through an alliance that L´Oréal México and Facebook para Empresas made, precisely to create a specialized workshop with skin experts (dermatologists) who could learn about the digital tools that the platform has and transform your business.
Merca2.0 – How to maintain the reputation of a brand like La Roche Posay in the Mexican market for so many years now?
SM- Something key has been the trust we have on the part of skin specialists, since we are the # 1 brand most prescribed by Dermatologists in the world and in Mexico (…) Innovation is an intrinsic part of the brand, since that every year there are excellent launches, with great technology, with the best dermatological molecules and with clinical studies that support the efficacy and at the same time the tolerance so that you can trust and use them daily.
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