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