L'Oréal × EDHEC · 2024
La Roche-Posay SunDust
Rethinking sunscreen reapplication for everyday life.
A product innovation concept developed for the L'Oréal × EDHEC Open Innovation Challenge, exploring how La Roche-Posay could make daily sun protection easier and more convenient for young consumers.
Challenge
L'Oréal × EDHEC Open Innovation
Brand
La Roche-Posay Anthelios
Team
6 members
My Role
Concept Development · Product Ideation · Marketing Strategy · Visual Design
The challenge
How might we make daily sun protection feel less like something people have to remember — and more like something that naturally fits into their day?
La Roche-Posay challenged us to explore how Anthelios could encourage daily photoprotection through consumer education and innovation.
The challenge wasn't simply what sunscreen to create.
It was understanding what gets in the way of using it every day.
Research & consumer insight
Understanding what gets in the way of daily protection.
We explored sunscreen habits and expectations among consumers aged 18–24 across five markets, focusing on the everyday frictions surrounding sunscreen use.
18–24
Target audience
5 Markets
France · Germany · India · Canada · USA
4 Core Frictions
Reapplication · Makeup · Portability · Skin compatibility
Reapplication, over makeup, on the go
The key insight
Protection wasn't the only problem.
Reapplication was the friction.
From insight to idea
What if reapplying sunscreen didn't feel like reapplying sunscreen?
The opportunity was to complement the initial morning application with a format that could be easier to carry, use throughout the day and apply over makeup.
Friction
Reapplication is inconvenient
Opportunity
Fit SPF into everyday routines
Format
Portable · Lightweight · Makeup-compatible
The Idea
Powder sunscreen
The concept
La Roche-Posay SunDust
Sun protection designed for the moments after your morning application.
A portable sunscreen powder concept designed around easier reapplication, lightweight wear and application over makeup.
01
Reapply with ease
Designed for convenient SPF reapplication throughout the day.
02
Makeup compatible
Designed to be applied without restarting a makeup routine.
03
Portable by design
A compact format intended for protection on the go.
04
Lightweight experience
A non-greasy, matte product experience for everyday wear.
Go-to-market
Making reapplication part of the conversation.
The proposed strategy connected product innovation with education, expert credibility and everyday demonstrations.
01
Educate
Dermatologists & expert-led content explaining why protection shouldn't end with the morning application.
02
Normalise
Creators demonstrating reapplication in real situations — commuting, university, work, outdoors and over makeup.
03
Activate
Connect digital discovery with La Roche-Posay's ecosystem and physical activations.
Don't just tell consumers to reapply.
Make reapplication easier to understand, carry and do.
Reflection
Good innovation starts with friction, not features.
SunDust began with a broad challenge around daily photoprotection. The idea became more focused once we looked at the everyday barriers surrounding sunscreen use.
The process
Consumer Behaviour → Insight → Idea → Strategy
L'Oréal × EDHEC Open Innovation · 2024
La Roche-Posay Anthelios · 6-person team
My Role
Concept Development · Product Ideation · Marketing Strategy · Visual Design