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

L'Oréal logo on black background, highlighting La Roche-Posay’s RCS campaign with LINK Mobility that boosted skincare engagement through conversational, branded messaging.
  • 70%

    RCS exposure rate

  • 15x

    more visibility than SMS

  • 3x

    engagement vs SMS

  • 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.

    “We were a bit frustrated by SMS. RCS lets us bring our brand to life with images, GIFs, and interactive buttons. The results reinforce our commitment to using RCS in key campaigns going forward.”

    Céline Scognamiglio
    CRM & Consumer Data Director, L’Oréal Dermatological Beauty

    Using RCS to guide shoppers with branded, interactive flows

    L’Oréal's La Roche-Posay brand partnered with LINK to launch a conversational 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 via RCS (1/3 audience) and Rich 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

    Need RCS interactivity to drive engagement?

    RCS doesn’t just send messages—it starts conversations. LINK helps global brands like L’Oréal bring their products and expertise to life with interactive, trackable, and beautifully branded mobile experiences.

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