Silveira, Catherine daTavira, Beatriz Coimbra De Sousa Correia2021-08-242024-01-022021-01-112021-01-02http://hdl.handle.net/10362/123028The dermocosmetic brand LaRoche-Posay has recently lost a position in the sector to a competitor. The purpose of this work project is to understand the digital behavior of consumers in the dermocosmetic sector and evaluate how effective is La Roche-Posay’s digital strategy in addressing these consumers. From a primary research, we infer there are two segments of consumers, thatcan be distinguished by their involvement with skin care. The recommendation for the brand lies in targeting the involved segment of consumers, according to their digital behavior, who have great sales potential but aren’t currently well impacted by the brand.engLa roche-posayPortugalSkin careDermocosmeticsDigital marketingmaster thesis202742849