The Life-Saving Routine

Skincare brand La Roche-Posay and agency BETC Paris unveil The Life-Saving Routine: a vital initiative to raise awareness of melanoma.

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, Color, 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.

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 millions views combined.

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.