La Roche-Posay was launching Ultra Cover, a sunscreen line designed to offer broader shade diversity and high coverage for a range of skin tones. The Brazilian market was the key focus—but had challenges due to strong competition, price sensitivity, and cultural behavior around sunscreen use.

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To support the launch and grow local relevance, I developed a content and influencer strategy aimed at engaging the brand’s diverse audience across Brazil. The approach prioritized authentic representation, educational content, and regional diversity—partnering not only with creators from different skin tones, backgrounds, and lifestyles, but also with trusted dermatologists and makeup artists.

 

These voices added authority and credibility to the campaign, helping to build trust and reinforce product benefits across multiple touchpoints.The strategy positioned Ultra Cover as an expert-endorsed option in the sun protection category, increasing visibility and resonance in a highly competitive market.