La Roche-Posay Turns a Social Media Beauty Trend Into a Life-Saving Routine
In a recent study, scientists from the International Agency for Research on Cancer (IARC) predicts that the number of new cases of cutaneous melanoma per year will increase by more than 50% from 2020 to 2040.
With skin cancer diagnosis on the rise around the world, La Roche-Posay is pushing education initiatives globally, such as learning the life-saving ABCDE method to identify the signs of melanoma.
And because the latest numbers are especially alarming in Mexico (with an increase of up to 250% melanoma cases - five times the global average), the brand decided to launch an educational initiative with a unique campaign. Only 3.9% of Mexicans report having their moles examined at least once a year. Melanoma can be deadly but is 95% treatable if detected early, so the campaign is set out to fill a critical awareness gap through education.
Knowing that younger generations are digitally connected and deeply engaged with beauty content, La Roche-Posay collaborated with some of Latin America’s celebrity beauty creators to bring a life-saving message into the routines their audiences trust most.
Most people don’t know the letters. And they are as easy as ABCDE. At a one-of-a-kind masterclass hosted by renowned dermatologist Paola Castañeda Gameros, influencers were introduced to the ABCDE method, a worldwide clinical tool that helps identify the five key signs of melanoma: Asymmetry, Border, Colour, Diameter, and Evolution.
The creators were then invited to do what they do best: post beauty tutorials on their socials. But instead of the traditional beauty marks they often can put on - such as freckles or dark spots - they applied moles specifically modelled on the warning signs of melanoma.
Discover the creators and their unexpected beauty tutorials
- Anna Sarelly - @annasarelly
- Patricio Quintana - @patrickmua10
- Pamela Moreno - @pamela.moreno
- Nath Castillo - @naathcastillo
- Pau Florencia - @theurbanbeauty
Within hours, their followers noticed something was off. Comments poured in. A few days later, the beauty creators revealed the truth behind the marks, educating their audience about melanoma and teaching them how to apply the ABCDE method to check their own moles, with already more than 2 million views combined.
“Even if we save just one person with this initiative, it’s well worth it.”Pau Florencia – beauty creator - @theurbanbeauty
To take the message further, each influencer also encouraged their audience to book a mole check with one of La Roche-Posay’s trusted partner dermatologists. Additionally, the creators invited their followers to a live masterclass about the ABCDE method hosted by Dr Paola Castañeda Gameros on her Instagram account on April 21st.
“With cases rising at an alarming rate, our mission is clear: to educate more people about the importance of annual mole checks so that melanoma remains 99% preventable and treatable, especially among younger generations. ” commented Alexandra Reni-Catherine, global general manager at La Roche-Posay
“Learning to self-check moles with the ABCDE method is a life-saving tool. If you know the signs of melanoma you can identify it before it’s too late. Especially in Mexico where a staggering 98% of the population have never been to the dermatologist.” commented David Martin Angelus, creative director BETC Paris
With melanoma day around the corner (May 5th), this campaign builds on La Roche-Posay’s long-standing commitment regarding cancer education. With over 80% of cancer patients experiencing skin-related side effects during treatment, the brand works with over 50 global partners and patient associations to provide trusted, dermatologically tested care and support.
