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EXCLUSIVE: La Roche-Posay Is Raising Awareness Around Acne, With a Little Help From The Minions

WWD·Sandra Salibian·18 days ago
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MILAN —  La Roche-Posay has found new ambassadors — and they are small, yellow and a lot of fun. The dermocosmetics brand is launching an unexpected partnership with the Minions, looking to leverage the global success of Illumination’s animated franchise in the leadup to the release of the “Minions & Monsters” movie. Distributed by Universal Pictures, the new installation of the saga will hit the theaters worldwide on July 1, but La Roche-Posay will start unveiling the partnership on Friday. Related Articles This will consist in an entertainment-driven campaign with a superior mission, as it was designed to make acne concerns more accessible and relatable by translating the brand’s scientific expertise into a more approachable and joyful language.  In an interview with WWD, La Roche-Posay global brand president Alexandra Reni-Catherine defined the skin concern “a central category within the world of dermocosmetics,” affecting millions across ages, genders and skin types.…

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