How La Roche-Posay Hyalu B5 Gained +3 Market Share Points with Shopper Insights

La Roche-Posay wanted to better understand how skincare expectations differ across generations when launching the Hyalu B5 range.

Instead of relying on a single anti-aging message, the brand used Dot Insights Shopper Insight to analyze 84,725 shopper reviews and 54,332 product questions and uncover the benefits that matter most to different audiences.

The analysis revealed that shopper priorities varied significantly by generation.

Results:

• +3 market share points in offline channels
• Entered bestseller rankings in online marketplaces
• More relevant benefit communication across audiences
• Stronger alignment with shopper expectations

The Challenge

During the Hyalu B5 launch, the key question was whether one message could resonate with every consumer.

Different generations were looking for different outcomes from the same product.

Key challenges included:

• Shopper expectations varied across age groups
• Generic anti-aging communication risked reducing relevance
• It was unclear which benefits mattered most to each audience

To maximize growth, communication needed to reflect real shopper priorities.

The Solution

La Roche-Posay used Dot Insights Shopper Insight to analyze:

• 84,725 shopper reviews
• 54,332 product questions
• Trendyol and Hepsiburada marketplace data

AI-powered analysis revealed clear differences between generations.

Millennials primarily focused on:

• Deep hydration
• Healthy glow
• Moisture retention

Gen X shoppers were more concerned with:

• Visible wrinkle reduction
• Faster anti-aging results
• Signs of aging and skin firmness

These insights showed that the same product should be communicated differently to different audiences.

Actions Taken

Based on shopper intelligence, communication was optimized to match audience expectations.

Key improvements included:

• Highlighting intense hydration and double hyaluronic acid benefits for Millennials
• Emphasizing visible wrinkle reduction for Gen X shoppers
• Prioritizing different product benefits based on generational needs

The goal was not to change the product, but to increase message relevance.

Results

The insight-driven communication strategy delivered measurable growth.

Key outcomes included:

• +3 market share points
• Entry into online bestseller rankings
• Stronger alignment with target audiences
• More relevant and effective product communication

Importantly, growth was achieved without promotions or pricing changes.

Key Learnings

• The same product delivers different value to different audiences
• Shopper reviews reveal segment-specific expectations
• One-size-fits-all messaging limits growth potential
• More relevant communication drives stronger category performance