The challenge

Consumer centricity has always been central to L’Oréal’s way of working. Marketers are deeply immersed in their categories and brands, yet there is always a risk of over-rationalising consumer behaviour and losing touch with spontaneous, sometimes paradoxical, real-life reactions.

To stay close to everyday reality, L’Oréal Dermatological Beauty (LDB) partnered with us to create a more direct and continuous connection with women around the world. The ambition was to strengthen consumer-centric thinking by grounding decisions in real consumer experiences.

The solution

Since 2016, we have been running the So Healthy consumer communities for LDB across five markets: France, Germany, the USA, Brazil and China.

Each community brings together around 150 dermo-cosmetics consumers, engaging with them in their native language. The communities span key LDB brands, including La Roche-Posay, Vichy, CeraVe, SkinCeuticals, Sanoflore and Decléor.

Beyond consumers, we also integrate perspectives from healthcare professionals such as dermatologists and pharmacists, creating a more complete 360° understanding of skin health needs and behaviours.

To further support internal activation, we also run tailored workshops, consumer connect sessions and insight reporting aligned to specific business questions.

The impact

The So Healthy communities have become a continuous source of inspiration and decision support for LDB teams.

Through ongoing qualitative exploration, teams test and refine concepts, packaging and communication ideas, from naming and claims to positioning and creative execution. Direct interaction with consumers strengthens empathy and keeps real-life needs at the centre of decision-making.

What started as a research initiative has evolved into a long-term consumer centricity lighthouse, shaping how LDB teams think, design and act across brands and markets.