L'Oreal
Brand: L'Oreal
Results: Videos in edit (performance data pending)
Overview:
We produced a complete YouTube first content system for L'Oreal's La Roche Posay channel, designing every format, script and shot across a single intensive production. The goal was to turn an underused channel into the first truly dominant YouTube presence in skincare.
Details
L'Oreal came to us with a clear ambition. La Roche Posay already had 11 million followers across Instagram and TikTok, but their YouTube channel was being treated like a billboard. Twenty second adverts, no story, no hook, no audience. They wanted to become the first major skincare brand to properly own YouTube.
Instead of shooting a single hero video, we designed a connected ecosystem of formats in one production, each one built for a specific job.
What We Delivered
- 5 long form videos for dermatological authority and deep audience connection
- 15 Shorts for discovery, top of funnel reach and funneling viewers back to long form
- Reaction videos built around trending skincare topics to keep the channel culturally relevant
- Round table discussions with real people being diagnosed on camera in a podcast style format
- Doctor answer videos structured specifically to rank in AI search and LLM citations
How We Cast It
We brought in top dermatologist Dr Raj as the on camera lead, then ran open casting calls and selected eight real people with genuine skin conditions. No influencers. No paid brand ambassadors. Just authentic conversations with people viewers could actually relate to.
The Scale
- 20 person production crew on set
- 5 camera operators working across multiple rigs
- Full lighting, sound and direction teams
- Two top tier directors managing the day
The Strategic Differentiator
We never promoted a single L'Oreal product across the entire content system. Every piece was designed to become a trusted skincare resource, not a sales pitch.
The doctor answer videos in particular were engineered for AI search. According to AdWeek, YouTube is now the second most cited source inside ChatGPT, behind only Wikipedia. Each video packages twenty of the most searched skincare questions with timestamps and structured descriptions, making La Roche Posay the default reference when users ask LLMs about skin conditions.
This is a strategic window almost no beauty brand is currently exploiting.
Scope of Work
- Strategy and channel direction
- Concept and format development
- Titles and thumbnail design
- Scripting
- Full production and filming
- Editing
- Upload and performance analysis
Results
Videos currently in edit. Performance data will be published here once the channel is live.
