Inspired by social listening and led with humor, the dermatologist-recommended skincare brand connects with a new generation through a social-first, influencer campaign

NEW YORK, Sept. 12, 2025 /PRNewswire/ -- La Roche-Posay, the dermatologist-recommended skincare brand and leader in advanced sun protection, today announces the debut of its Brand Name Campaign, a bold new initiative that transforms a viral moment into an authentic, equity-building movement. Inspired by the wave of positive sentiment and playful wordplay around the brand's name across the social universe, La Roche-Posay has harnessed humor, levity, and social-first storytelling to further its life-changing dermatology mission.

The campaign is headlined by celebrated image architect Law Roach, whose name became a point of connection between himself and La Roche-Posay in online conversations. Now, Law Roach steps into the role of narrator for a social-forward campaign video designed to both educate and entertain. Bridging dermatological expertise with the humor and creativity of today's digital culture.

"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 realized 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 Anniversary."

- Justin Ollivierre, Assistant Vice President of Brand Engagement

In the campaign video, Law Roach is joined by a diverse cast of experts and creators who bring La Roche-Posay's mission to life:

• Dr. Chris Tomassian, board-certified dermatologist, delivering science-backed education on skin health.
• Pierre Crespéau, linguist, exploring the nuances of the brand's name and cultural resonance.
• Javon Ford, scientist and chemist, unpacking the formulations that power La Roche-Posay's advanced sun protection.
• DeAndre Brown and Abbie Herbert, marketers and creators, showcasing how social-first content can drive meaningful engagement.

The Brand Name Campaign video will go live on Friday, September 12th across La Roche-Posay's owned social channels and amplified through paid and partner content. With its dynamic mix of humor, expert knowledge, and cultural fluency, the campaign represents a first-of-its-kind effort for the brand: one that is rooted in community conversation and designed to engage audiences authentically while furthering awareness of La Roche-Posay's core mission – advancing dermatology for life-changing impact.

La Roche-Posay products can be purchased at CVS, ULTA, Target, Walgreens/Duane Reade, Rite Aid and online at www.laroche-posay.us, Amazon, Dermstore, LovelySkin, SkinStore.

ABOUT LA ROCHE-POSAY
Recommended by 100,000 dermatologists worldwide, La Roche-Posay's mission is to offer life-changing dermatological skincare. La Roche-Posay offers a unique range of daily skincare developed for every skin type to address various skin concerns and complement prescription treatments. At the center of the brand is the exclusive selenium-rich La Roche-Posay Thermal Spring Water, a core ingredient in its skincare formulas known for its soothing and antioxidant properties that is sourced from its Thermal Center in France, the first Dermatology Center in Europe. The products are developed using a strict safety and formulation charter with a minimal number of ingredients and are formulated at optimal concentrations. Additionally, La Roche-Posay products undergo stringent clinical testing for efficacy and safety with over 750+ studies and 25 years of extensive research, even on sensitive skin. For additional information about La Roche-Posay, visit www.laroche-posay.us and follow La Roche-Posay USA on Facebook, Instagram, and TikTok.

Contact:
larocheposay@purplepr.com

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SOURCE La Roche-Posay