In a context where dermocosmetics is increasingly evolving towards scientific territories, the challenge no longer lies solely in launching a product, but in building credibility around it. With the launch of the La Roche-Posay MelaB3 line, the brand aimed to position itself at the top of mind within the market through a medical-scientific approach, capable of engaging both experts and end consumers. A formula developed over years of research required a narrative to match—one able to convey innovation, efficacy, and trust within a single discourse, elevating the launch beyond conventional communication and fostering a genuine connection with the audience.

At Fabra Comunicación, we approached the project as a holistic construction, ensuring that every touchpoint reinforced the positioning of the launch. We designed a strategy that integrated press, content, talent, and experience, articulating the activation around a key moment: the ‘Mela Party’. The event brought together over 300 guests, including experts, dermatologists, pharmacists, press, and influencers, within an environment designed to embody the brand’s universe. The guest list combined scientific profiles with a curated selection of celebrities and creators such as Belén Cuesta, Lydia Bosch, Tomás Páramo, Pablo Castellano, Eugenia Osborne, and Marta Díaz, creating a balanced ecosystem of voices that reinforced both credibility and amplification.

The initiative was further amplified through a communication strategy combining media outreach and social content, generating sustained conversation around the launch. The result was strong press visibility, with over 150 placements and an Earned Media Value exceeding €760,000, consolidating the brand’s presence in key publications. In parallel, the social media activation reached an estimated audience of over 12 million users, reinforcing awareness and positioning within the dermocosmetic space. A project that demonstrates how the integration of science, experience, and narrative can translate into relevance, credibility, and long-term brand building.