How L'Oreal's La Roche-Posay Elevated Skin Advice Won Engagement with a Conversational RCS Campaign

Skin consultation journeys felt static and impersonal

To deliver more personalized skincare guidance and build trust with consumers, La Roche-Posay needed a more interactive, immersive communication channel. SMS was limited in both format and interactivity, while consumer expectations had shifted toward richer, more responsive digital experiences. The team wanted to start meaningful conversations, not just deliver promotions.

Using RCS to guide shoppers with branded, interactive flows

L’Oréal's La Roche-Posay brand partnered with LINK to launch aconversational RCS campaign, powered by chatbot logic. The goal was to guide customers through a skin concern questionnaire and offer tailored product suggestions and professional advice.

Key campaign elements:

• Bot-powered RCS experience guiding users with pre-set questions

• Product recommendations and service links tailored to user responses

• Embedded brand visuals, GIFs, and CTA buttons

• Parallel campaign viaRCS (1/3 audience) andRich SMS (2/3 audience) to benchmark effectiveness

By leveraging LINK’s technology, the brand could communicate at scale, without sacrificing personalisation or brand storytelling.

Higher engagement and easier product navigation for users

The campaign delivered on all strategic goals, demonstrating the power of RCS as both a customer engagement and CRM tool.

📈 Highlights include:

• 70%+ RCS exposure rate for the first message—up to 15x higher than SMS

• 3x RCS engagement rate compared to Rich SMS

• Seamless experience using existing SMS opt-ins (no extra consent required)

• Strong visual brand expression using multimedia messaging