Launched in 2016, the “Nudging for Good” Award aims to honor brands that make it easy and desirable for people to change behaviour and adopt a healthier and/or more sustainable one, based on consumer insights.
For Laetitia Toupet, Global Director of La Roche-Posay: “This award is extremely encouraging! A year only after its launch, My UV Patch, has effectively proven how cutting edge science and technology have the potential to change consumers’ behaviour towards sun exposure, and to contribute to our long-term commitment to fight skin cancer”.
THE BEHAVIOURAL INSIGHT AT STAKE: ALARMING STATISTICS REVEALED THE NEED TO PROMOTE SUN-SAFER BEHAVIOUR
The results of a 2015 IPSOS study for La Roche-Posay, into the sun habits of almost 20,000 people in 23 countries revealed a major disconnect between consumer knowledge and behaviour regarding sun exposure risk:
• More than 9 in 10 participants are aware of the dangers of unprotected sun exposure, yet only 27% of people consistently wear facial sun protection
• Only 5% of people wear long-sleeved shirts or protective clothing.
• Only 20% of people try to stay in the shade.
The study’s alarming results revealed the ongoing need for ever smarter and simpler initiatives to help the public easily adopt sun-safer behaviour.
THE “NUDGE”: CHANGING BEHAVIOUR WITH MY UV PATCH, TO HELP MINIMIZE SUNBURN RISK THAT CAN HELP DECREASE CHANCES OF SKIN CANCER
As a sun care pioneer working alongside dermatologists for over 30 years, La Roche-Posay has always been committed to fight skin cancer with a longstanding mission to educate and raise awareness regarding sun exposure and skin cancer risks. To go further in this fight, La Roche-Posay has partnered with L’Oréal Technology Incubator to create and develop “My UV Patch” and its related smart phone application which accurately monitors UVA and UVB exposure and educates people on how to play safer in the sun to minimize skin cancer risk.
Its regular use has recently demonstrated that positive behaviour change can be effectuated, with preliminary survey results showing that the patch use actually improves sun safer behaviour and helps minimize sun burn among users:
• 63% experienced less sunburn
• 37% used more facial sunscreen
• 31% tried to stay in the shade more
The patch is an ultra-thin adhesive containing photosensitive dyes which is linked to a smart algorithm factoring in the user’s personal data (photo-type, skin type, eye and hair colour), location and weather data. The app then generates essential information regarding the amount of daily sun exposure and sun safe behaviour tips. My UV Patch is the first wearable of its kind: it can be worn for up to three days even while swimming, showering and playing sports… and takes into account the application of sunscreen.
In 2017, La Roche-Posay makes sun protection a fun and addictive game to encourage active and sustained protective behaviors from the whole family. It is clear that sun protection education needs to start at a very early age. In order to change behaviors and protect children’s future, the key is to start young and speak to them in their language: easy and fun! Gamification of the My UV Patch will engage kids early on, for better protection during those critical years. While in 2016, nearly 400,000 My UV Patches were distributed free of charge in 14 countries via dermatologists, pharmacists and on line, this year, the brand will significantly increase distribution in over 36 countries.
About La Roche-Posay
A suncare pioneer working alongside dermatologists for over 30 years, La Roche-Posay’s mission is to raise public awareness regarding sun exposure and skin cancer risks to create a better life for people, especially those with sensitive skin. Recommended by more than 25,000 dermatologists worldwide, La Roche-Posay offers a unique range of daily skincare developed with dermatologists to meet their standards in efficacy, tolerance and elegant textures for increased compliance. The products, which are developed using a strict formulation charter, include a minimal number of ingredients to reduce possible side effects and are formulated with active ingredients at optimal concentrations for increased efficacy. Additionally, La Roche-Posay products undergo stringent clinical testing to guarantee efficacy and safety, even on sensitive skin.
About « Nudging For Good Awards »
The objective of the first international Nudging for Good Awards, launched in 2016, is to promote the creation of original "Nudges for good" by the members of the European Brands Association, AIM, and its national associations. A Nudge for good is how a brand, on the basis of consumer insights, makes it easy and desirable for people to change behaviour or habit and adopt a healthier and/or more sustainable one. Brands are in a privileged position to be actors of change in society thanks to their daily relationship with consumers in the home and elsewhere. The first Awards were presented on the occasion of a celebratory dinner on 20th March 2017 in Brussels at the Concert Noble in the presence of members of the AIM Board - Europe-level CEOs, and guests from the European institutions, NGOs, media and the academic world.
AIM is the European Brands Association. It represents brand manufacturers in Europe on key issues which affect their ability to design, distribute and market their brands. AIM’s membership groups some 1800 companies of all sizes through corporate members and national associations in 21 countries. In the sole sector of daily branded consumer products such as food, drink, home and personal care consumers spent as much as 640 billion Euro in the EU in 2012. Branding also plays a major role in the success of quality products in the consumer electronics, toys, fashion, sporting goods or automotive sectors. AIM's mission is to create for brands an environment of fair and vigorous competition, fostering innovation and guaranteeing maximum value to consumers now and for generations to come.