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Ipsos measured in the world which are the main ailments that afflict the consumer.
Allied MarketResearch made an unfortunate projection of the number of breast cancer patients that will exist in Mexico in 2025.
Not only Avène has implemented campaigns in the Pink Month, Ellaz is another of the brands that add actions to this date with creative campaigns such as “Love Your Lemons”.
There is a statistic that gives us an important reference and that is that in the world there is an important number that tells us about the cancer patientwhich on the marketing side require an accompaniment of the brands in their suffering, so during this pink monthbeyond consumption, a brand confesses to us how to know how to be socially responsible with this community of consumers.
within a study global that Ipsos ran in 2021the firm asked the countries what their main health problems were and found without hesitation that the big problem was cancer, identified by a 34 percent of the population, barely surpassed by a 70 percent of people who described COVID-19 as the main health problem in the world.
Lucia PlasenciaProduct Manager for the Anti-Aging range at Avènerecognizes that thanks to cancer patients and the demand they make for certain products, they have discovered uses for these products for which their formulas had not originally been intended, so accompanying the patient during key dates such as the Pink Month is returns a crucial bet.
“What we have at Casa Rosa are products and information on how they can be used in cancer patients, which can help us reduce and relieve the discomfort caused by radiotherapy, chemotherapy, especially these patients have much more sensitive skin, it causes them irritation, so we have many products that, although they are not intended for cancer patients, can be used to improve their quality of life”, he explains.
Casa Rosa is an activation that Avène prepared for the month of October in which patients suffering from breast cancer are commemorated, a health phenomenon that, from marketing, has motivated social actions that today represent an important investment in culture by understand the disease and to the extent that it is prevented, the impact of this disease is reduced, which in Mexico, according to a projection of Allied MarketResearchduring 2025 It will reach 30 thousand 993 patients.
Merca2.0 – How did you get insights and know which one gave the most meaning to your campaign?
Moon Soul* – Today we listen a lot to the consumer, with this listening and interaction through all social networks we can hear what they want to hear, we also have a way of getting closer through foundations, where we listen to patients and ask what they most It could have helped them to minimize and be aware of the breast cancer disease and what they most asked for was information.
We have many patients after many years in remission after having had breast cancer and they told us: ‘no one taught me to self-examine myself! The lack of information is what our consumer was eager to understand and that is why we created within the month the Casa Rosa de Avène, which is our first activity open to the general public where we receive patients and consumers, open to connecting with their body and mind, as well as to learn more about this condition.
From cancer patient to creativity
“Love Your Lemons” It is a campaign that Ellaz, a brand aimed at women, thought of and has become an important creative reference for how to land campaigns on these dates.
“Ellaz is a brand inspired by women for women, where the women’s community is extremely important in the inspiration. October is a key month to talk to all women and raise awareness of carrying out a timely examination and diagnosis,” he explained. Sylvia Ben Galim founder of ELLAZ.
The Pink Month is one of the key seasonalities in marketing and remember the importance of profiles such as cancer patients at this time, thereby consolidating activities that today reveal the value of a good social responsibility strategy.
*Alma Luna, Grouper Marketing of the Eau Thermale Avene brand.
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