La Roche-Posay & Havas handled the first ever event in the region since the COVID-19 pandemic. The Skinema event, a contactless movie experience under the stars, celebrated the brand’s newly launched Serums with top media and influencers.

Our key objectives were:

• Raise awareness about the new Serum Collection
• Position La Roche-Posay as the first ever brand in the region to organize a contactless event, since and during, the COVID-19 pandemic
• Increase engagement around the brand on social media platforms
• Amplify La Roch-Posay’s online presence through an exclusive, memorable experience at the Reel Cinemas Drive-In, The Dubai Mall Zabeel

La Roche-Posay and Havas had originally planned a physical, sensory-filled event, however due to the pandemic, we had to change direction to accommodate the new normal. With only two weeks left for the launch, we studied trends in social interactions and behavior during the pandemic, while still monitoring the daily shifting safety and curfew regulations in the UAE.

We noticed that a lot of beauty brands were conducting events through a variety of online platforms, and while this was the most obvious route for La Roche-Posay, we wanted to explore something new and unique. When VOX and Reel launched their outdoor cinemas, we had a eureka moment, envisioned a contactless guest journey involving attendees driving in their cars to learn about the serums in a creative approach and match the ambiance of a drive-in cinema journey. Thus, the idea of SKINEMA was conceptualized. However, we did not directly jump into execution mode. We waited a while to observe public behavior and how these outdoor cinemas were being perceived by media and influencers. We wanted to ensure that there were no hiccups in the overall experience and that the attendees were not being put into any harm.