La Roche-Posay hired Cure Media

2026 · Dermocosmetic skincare

La Roche-Posay knew the tattoo community was worth having and had no honest way in.

Somebody said so

Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.

How we know

"We have long recognized that the tattoo community represents a significant opportunity for La Roche-Posay." The brief was deliberately open: the products, but not the angle.

Who says so	Laura Ekholm Axters, L'Oreal's own Nordic Head of Advocacy and Influence. The Drum independently confirms the campaign, the mechanic and the Silver at its own 2026 EMEA awards. Read it
A second source	The Drum confirms the campaign name, the Nordic TikTok comment section mechanic, the 39 percent of annual Nordic engagement figure, the Silver in Social Media at The Drum Awards for Marketing EMEA 2026, and names Cure Media as the agency.
What the agency was asked to do	Not published as a quoted brief. On record: Net Influencer says the brief was deliberately open, focused on the products but not the angle, and that Cure Media supplied the cultural insight and the creative concept.
How the agency was picked	Already a client, work handed to them
How that happened	Net Influencer reports La Roche-Posay was already an established Cure Media client when the agency spotted the tattoo regret angle, and that the brand handed over a deliberately open brief covering the products but not the idea. No pitch and no rival agencies are named. Cure Media says separately that L'Oreal Nordic picked it to run influencer marketing for more than 30 brands across Sweden, Denmark, Norway and Finland.
How long it took	Campaign ran six weeks. Net Influencer piece published 27 April 2026, The Drum award case study 3 June 2026. Cure Media describes the relationship as long term.
Recorded as	La Roche-Posay (L'Oreal Nordics)

Watch out for: This is one campaign in the Nordics, not a global or an agency of record appointment. The sales and engagement figures come from the two companies themselves and were not audited by either publication. The Drum page is an award case study written from the entry, so treat the Net Influencer interview as the reporting and The Drum as confirmation the work existed and won.

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