La Roche-Posay SearchActually - Search Is, All Around Us​

La Roche-Posay partnered with the OneL’Oréal team at Publicis Media to rethink how the brand shows up in a world where search is shaped by generative AI. As consumer discovery became more fragmented across retailers, publishers, websites and communities, the brand risked losing influence at the very moment people seek trusted skincare advice.

Together, we recognised a fundamental shift: AI doesn’t rely on one source but pulls from an entire ecosystem. Winning in this environment demanded consistency and integration across every touchpoint where the brand appears.

The joint client-agency workforce then created SearchActually, an integrated project designed to unify the brand’s voice across all performance channels. Acting as a strategic connector, we brought together multiple teams across Publicis and L’Oréal: from content and media to PR, retail and medical, aligning them around a shared goal to shape how the brand is understood and recommended in AI-driven discovery.

By connecting insights, teams and channels, La Roche-Posay moved from siloed activity to a coordinated, always-on system. The brand now shows up consistently wherever consumers search, learn and decide, whether through search engines, AI-generated answers or trusted third-party content.

This work goes beyond performance. It establishes a new model for modern marketing, where search becomes a connected ecosystem and agencies act as strategic partners driving integration at scale. Together, La Roche-Posay and OneL’Oréal have created a blueprint for building brand authority in the age of AI.