On October 19, La Roche-Posay will be in Geneva for the first time, to take part in the world's biggest cancer event: the Word Cancer Congress. As the only dermo-cosmetics brand to be invited to this event, this testifies to La Roche-Posay's legitimacy in supporting and improving the quality of life of cancer patients. The Congress is organized by the Union for International Cancer Control (UICC)." La Roche-Posay has just signed an exclusive partnership with the leading cancer association, to raise public awareness of the full range of supportive care services available to patients suffering from treatment-related skin side-effects.
During the Congress, Dr. Delphine Kerob, dermatologist and Scientific Director of La Roche-Posay, will be speaking on the subject of skin toxicities caused by treatment, alongside journalist and columnist Agathe Auproux, who has herself been through the ordeal of cancer and its treatment.
La Roche-Posay launches a vast campaign aimed at patients and their caregivers, focusing on the "restorative power of touch".
La Roche-Posay, in collaboration with BETC, Annex88 and Canadian director Samir Mallal, has chosen to highlight the power of touch for cancer patients in its awareness-raising film. Touch soothes, comforts and reduces anxiety and pain ****, but many patients are deprived of it when undergoing treatment, because their skin is irritated, damaged and painful. Yet these simple gestures, performed by a partner, caregiver or doctor, can be a lifeline for patients, when combined with appropriate skin care.
The campaign was born out of the fact that, for 80 % of patients***, supportive care is just as important as cancer treatment itself.
Another key aspect of the campaign was the use of real cancer patients and their families, rather than actors. In addition to the film, La Roche-Posay has prepared a 360° communication plan for October Rose, including a home page where patients and their families can find the La Roche-Posay patient guide, expert advice and testimonials.
One year after the launch of the ambitious "Fight with care" program, it's time to take stock.
As part of its "Fight with Care" program, La Roche-Posay has set itself the target of allocating 1% of its sales by 2025 to awareness-raising, training and patient assistance initiatives through support for associations and product donations. And in just one year, the results are already very encouraging:
- 160,000 people worldwide have benefited from support projects financed by La Roche-Posay, including almost 13,000 in France. Among them, 11,000 have been cared for by socio-aesthetics professionals, a profession that is still little-known, yet vital in providing care for patients weakened by cancer.
- Since June 2022, more than 1,600 women in France have already been able to benefit from personalized online support on M@ Maison RoseUp, a digital service initiated by RoseUp association, of which La Roche-Posay is one of the financial backers.
"La Roche-Posay is an important partner for the RoseUp association. It supports our information mission by advertising in Rose magazine. It is also one of the financial backers of our new M@ Maison RoseUp platform, which enables us to be at the side of the greatest number of women affected by cancer throughout the country. Finally, La Roche-Posay has contributed to the production of our first corporate film, "Putain de maladie", which helps to reinforce our reputation and visibility with the general public". commented Isabelle Huet, director of the RoseUp association.
La Roche-Posay is also focusing its efforts on training: by 2022, it has trained nearly 8,000 healthcare professionals in oncology and the side effects of treatments, including almost 5,000 pharmacists, who since January 2021 have played a key role in supporting cancer patients and managing side effects. In particular, they can offer talks to patients undergoing oral chemotherapy(CTO). In this way, La Roche-Posay is helping to fund the development of training modules by Afsos, Association Francophone des Soins Oncologiques de Support, to help pharmacists develop their skills.
" It is essential to raise awareness among patients and their caregivers of the cutaneous side effects of cancer treatment, and of ways to alleviate them. We still hear too many patients say "if only I'd known about these solutions, it would have changed my life!". We don't want to hear that again. That's why we've launched the Fight With Care program, with the aim of raising awareness among as many people as possible who are or will one day be confronted directly or indirectly with cancer, either as a patient or as a caregiver. said Laetitia Toupet, General Manager, La Roche-Posay International.
"As the world's 1st dermo-cosmetic brand recommended by dermatologists, it is our duty to advance knowledge and management of the cutaneous side effects of all types of cancer. Beyond the efficacy of our products, it is by adopting a holistic approach and going beyond skin care that we can also be useful. We must continue to collaborate with the whole ecosystem and support leading cancer experts and patient associations." - added Benjamin Brunschwig, Director of Sustainable Development at La Roche-Posay.