Game On for Melanoma Awareness

Loulwa Rahbani brings two decades of profound expertise to L'Oréal's dermatological division. With a solid scientific foundation in pharmacology, she has navigated diverse markets and brands, starting as a medical representative before ascending through roles including Business Unit Manager and Medical Director for the division. For the
past two years, Loulwa has served as General Manager for La Roche-Posay, where she passionately continues to anchor the brand's medical credibility and purpose. Her leadership consistently drives business growth, ensuring LRP remains dedicated to serving the needs of consumers and patients with innovative, science-backed solutions.

1. What does innovation mean to you?

For La Roche-Posay, innovation is driven by the desire to make skin health accessible to all. We aim to help people defeat skin issues and to impact their quality of life for the better, together with the healthcare professionals. Our innovations are designed with real problems in mind, and we strive to develop the most tolerated, most efficient, and most useful dermatological solutions through leading scientific research and cutting-edge technologies.

Indeed, this includes developing tools like Effaclar Spotscan, the first web application co-developed by dermatologists and based on artificial intelligence to analyze acne-prone skin, and My Skin Track UV, a battery-free wearable sensor to monitor UV exposure.

2. How is La Roche-Posay leveraging AI in its innovation process, and what unexpected benefits or challenges has it encountered with AI adoption?

La Roche-Posay has actively been exploring the opportunities presented by AI to democratize access to dermatological expertise and deliver hyper-personalized skincare recommendations. Our flagship applications, such as Spotscan+ and MyRoutine AI, use deep learning algorithms trained on thousands of scientific images to instantly analyze individual skin concerns like acne and dark spots, and recommend a targeted, personalized routine. This approach makes expert guidance accessible globally, bypassing geographical or financial barriers.

While the adoption of AI brings powerful benefits, a key challenge is maintaining data privacy and clinical responsibility. Though our AI tools are trained on diverse data to promote inclusivity, it’s important that we continuously manage data security, and ensure users understand that the tool provides cosmetic recommendations and is not a substitute for a diagnosis from a certified dermatologist, particularly for severe conditions.

3. What is the biggest challenge La Roche-Posay faces when it comes to innovating?

La Roche-Posay must continually demonstrate agility and a keen understanding of evolving consumer concerns to maintain its leadership in dermatological skincare innovation. In an increasingly informed and demanding market, anticipating and responding to individual skin health needs is paramount. This requires not only robust research and development but also a proactive approach to identifying emerging trends and anxieties, from environmental aggressors and sensitivity to the desire for personalized care. By integrating cutting-edge technological advancements, La Roche-Posay can transform these insights into highly effective, science-backed solutions that not only treat specific skin issues but also enhance overall skin health and well-being, solidifying its reputation as a trusted partner for sensitive and compromised skin.

4. Can you tell us about La Roche-Posay's recent Gaming for Cause initiative and how the idea came about?

The "Gaming for Cause" initiative represents a crucial evolution of La Roche-Posay's enduring "Save Your Skin" program, which has championed skin cancer prevention and detection for over a quarter-century. This innovative strategy emerged from the undeniable truth of escalating global skin cancer rates and a critical awareness gap, particularly pronounced among younger generations and men. Disturbing statistics, such as Melanoma Canada's finding that 1 in 38 Canadian men will face melanoma in their lifetime, coupled with studies revealing significantly lower rates of regular sunscreen use and dermatological visits among men compared to women, underscored an urgent need. La Roche-Posay recognized that to effectively convey its life-saving message, it needed to transcend traditional approaches and forge relevant, engaging connections with these underserved audiences, particularly by leveraging platforms like gaming to meet them where they are most present and receptive. This innovative approach allows LRP to deliver its vital sun safety message within communities and environments already familiar and engaging to these key demographics.

5. Why do you think young men are often overlooked when it comes to skin health awareness, and what
strategies are most effective in reaching them?

Young men have often been underserved in skin health due to a mix of societal norms, behavioural gaps, and clinical blind spots. For years, stereotypes created the perception that skincare was less relevant for men. Men are also less likely to engage in preventative behaviours like daily sunscreen use or mole checks, which contributes to higher risks and delayed detection of conditions like melanoma.

Meeting young men where they are — online — and leveraging the voices of peers like Tyler ‘Ninja’ Blevins, who share similar values and lifestyles, is crucial to reaching this audience. Peer endorsement and social acceptance, particularly for Gen Z men, helps normalize and validate skincare as something they can engage in.

6. How does the Gaming for Cause campaign leverage Twitch and creator-led conversations to drive real
behaviour change in sun safety practices?

The "Gaming for Cause" initiative harnesses the trust and influence of creators on Twitch to effectively translate awareness into action. Twitch's highly engaged, interactive audience creates the ideal environment for authentic dialogue and education, making it crucial that the partnerships are genuinely aligned with the message. When prominent figures like Tyler ‘Ninja’ Blevins share personal stories, particularly with a genuine connection to the cause such as his experience as a melanoma survivor, the message resonates far more deeply and credibly than traditional campaigns ever could. This authenticity from trusted voices builds a powerful bridge to the audience. The livestream format further encourages real-time conversation, allowing viewers to ask questions, challenge myths, and hear directly from creators and dermatologists in a transparent setting. This potent combination of trust, genuine engagement, and interactivity transforms passive viewing into active learning, empowering audiences to adopt lasting sun-safe habits with a personal connection to the cause.

7. What makes gaming and live interactive platforms such powerful tools for combating misinformation about
melanoma prevention?

Platforms like Twitch offer direct access to younger audiences who are often missed by traditional health campaigns. The live, chat-driven format enables real-time myth-busting, allowing creators and experts to address misinformation the moment it appears. And because gaming content is highly engaging and community-driven, educational messages about sun safety become more memorable and impactful. This combination of trust, interactivity, and global reach makes live platforms uniquely effective in driving accurate, lasting awareness around melanoma prevention.

8. What insights have you gained so far from your recent 24-hour global livestream about how Gen Z responds
to health awareness campaigns in gaming spaces?

The 12-hour livestream proved to be an overwhelming success, captivating audiences with its highly engaging format and content. Critically, it significantly over-indexed in reaching key demographics, particularly Gen Z and men, demonstrating LRP's effective strategy in connecting with these often-underserved groups. The event garnered numerous enthusiastic reviews, reflecting the positive sentiment and strong impact it had on viewers, and unequivocally boosted awareness for vital sun safety messages. Beyond engagement and awareness, the initiative also made a substantial philanthropic impact, successfully raising over $300,000 for key NGOs dedicated to skin cancer prevention worldwide, including a major beneficiary in Canada, truly turning awareness into tangible action.

9. Looking to the future, how will La Roche-Posay continue to be a leader in innovation?

La Roche-Posay will continue to be a leader in innovation by expanding its pioneering role in three interconnected areas: advanced skin science, cutting-edge health technology, and a deep commitment to sustainability. It’s pushing the boundaries of dermatological research through breakthroughs in microbiome science, molecular innovation, and next-generation UV protection. At the same time, the brand is committed to democratizing access to expert care with AI-powered tools like Effaclar Spotscan and wearable technologies that help people monitor their skin and environment in real time. It’s also advancing Green Science ingredients, eco-conscious packaging, and aquatic-tested formulas that safeguard marine life, because innovation should protect both people and the planet. “Healthcare is a cornerstone of public safety.”