Marketing Featured Southeast Asia

L’Oréal Indonesia extends remit with Lion & Lion to launch new brand to the market

Jakarta, Indonesia – Lion & Lion, the digital-first agency operating in Asia, has announced that it is set to continue its partnership with global beauty brand L’Oréal in Indonesia. The first on its extended remit is introducing La Roche Posay, L’Oréal’s science-forward skincare brand, to the Indonesian market.

The launch of La Roche Posay is a result of the company’s positive reception in the Indonesian market and a response to increasing demands for healthier skin care.

Lion & Lion has been working with L’Oréal since 2016 and assisted the French cosmetics company with its L’Oreal Paris, Garnier, and Maybelline brands in Indonesia. 

The agency will be launching a comprehensive campaign for La Roche-Posay, and part of this is the development and execution of the brand’s social media communication strategy as well as building a local website for Indonesian consumers.

La Roche-Posay
From La Roche-Posay’s website in Indonesia

Nestya Sedayu, the marketing manager of L’Oréal Indonesia’s Active Cosmetics Division, shared that they have observed a recent shift in consumer trends, with more consumers looking towards dermatological skincare for “reliability, efficacy, and safety.” 

“As one of the world’s leading skincare brands, we are confident that La Roche Posay will be able to match our existing success in the Indonesian market. Seeing as how Lion & Lion has been a strong partner both creatively and digitally for the L’Oréal Indonesia group, we believe the agency will provide strong support as well for the launch of La Roche Posay and will continue to play a pivotal role in growing the brand in Indonesia,” commented Sedayu. 

The brand launch campaign will focus on raising awareness for La Roche Posay on its social and digital platforms, namely Facebook, YouTube, and a localized website – 

Through the campaign, the agency will also be highlighting the brand’s proposition of offering product lines that are targeted at sensitive skin, specifically those with skin concerns. Together with this, building up strong brand equity and desirability among consumers will also be part of the agency’s roadmap for the brand. 

John Campbell-Bruce, Lion & Lion’s managing director for Indonesia, is confident to take on the responsibility with La Roche Posay, stating the team’s significant experience in the beauty and cosmetics market over the past six years, providing it with strong insights into consumer trends and behaviors. 

“We are excited to continue our journey with L’Oréal Indonesia through the launch of La Roche Posay, a brand that offers positive social impact through its products,” said Campbell-Bruce. 

He adds, “This sense of inclusivity appeals to our audience and we have noticed this in the way they have engaged with our content. Our approach will build on this insight and show how La Roche Posay brings people together through its products’ brand promise of safety and accessibility.”