The Brief

L'Oréal came to us with a clear ambition. La Roche-Posay had built 11 million followers across Instagram and TikTok, but their YouTube channel was being treated like a billboard - 20-second ads, no story, no hook, no audience. They wanted to become the first major skincare brand to genuinely own YouTube.

Instead of shooting one hero video, we engineered a connected ecosystem of formats in a single production - every piece built for a specific job inside the channel.

RESULTS

Videos currently in edit. Performance data will be published here once the channel is live.

What we Delivered

3 filming days, 15 Long Form YouTube Videos, 90 Shorts. From the YouTube packaging to the filming production & post-production Trendy Grandad were responsible for the entire YouTube strategy & video process with a goal of growing La Roche-Posay's Global YouTube channel

3 shoot days. 15 long-form YouTube videos. 90 Shorts. From channel strategy and YouTube packaging through to thumbnails, filming and post-production, Trendy Grandad owned the entire YouTube process for La Roche-Posay's global growth.

The 15 long-form videos break across four formats:

• Dermatological authority videos - anchored by lead dermatologist Dr Raj, built for deep audience connection and channel credibility.
• Reaction videos - engineered around trending skincare conversations to keep the channel culturally relevant.
• Round-table discussions - real people diagnosed live on camera in a podcast-style format.
• Doctor-answer videos - structured specifically to rank inside AI search and LLM citations.

The 90 Shorts power discovery, top-of-funnel reach, and route viewers back into the long-form channel.

How We Cast It

We brought in top dermatologist Dr Raj as the on-camera lead, then ran open casting calls and selected eight real people with genuine skin conditions. No influencers. No paid brand ambassadors. Just authentic conversations with people the audience could actually relate to.

The Strategy

L'Oréal didn't need another social-first video production company churning out 20-second ads cut for a feed. They needed a YouTube strategist who understood that YouTube behaves nothing like Instagram or TikTok - and could build a content engine designed for how YouTube actually ranks, recommends and rewards.

Our strategic call was simple: stop treating YouTube like paid media. Treat it like the long-term audience-building channel it is. Every format we designed - hero, reaction, round-table, doctor-answer - was engineered to compound. Each long-form video sets up the next. Each Short feeds back to long-form. The whole system is built to grow the channel, not just deliver a campaign.

Beauty is one of the largest categories on YouTube and one of the least owned by the brands themselves. La Roche-Posay is moving first.

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Client Testimonial

"Trendy Grandad are smooth and efficient. Dr. Raj’s team shared that they loved working with you, and I personally had a wonderful time. I can’t wait to see everything come to life. A huge thank you and bravo to everyone involved in yesterday’s shoot. I truly appreciate the hard work that made the day!' - Astha, Head of Social Engagement Management

Engineered For Ai Search

The doctor-answer videos are the strategic differentiator. According to AdWeek, YouTube is now the second most-cited source inside ChatGPT — behind only Wikipedia. Each doctor-answer video packages the most-searched skincare questions with timestamped answers, structured descriptions and clean metadata, positioning La Roche-Posay as the default reference when users ask LLMs about skin conditions.

And we never promoted a single L'Oréal product across the entire content system. Every piece was designed to become a trusted skincare resource, not a sales pitch — which is exactly why it earns rankings, citations and trust.

This is a strategic window almost no beauty brand is currently exploiting. We're closing it for L'Oréal.