La Roche-Posay is shunning Black Friday sales and product discounts this November.
From 21–27 November, consumers will not be able to purchase products from the L’Oréal-owned skin care brand’s website.
Instead, La Roche-Posay is offering free virtual consultations with dermatologists, doctors and skin experts, in an effort to encourage consumers to only buy the products that are right for their skin.
They will be able to advise consumers on skin issues ranging from pigmentation and dry skin to redness and irritation, providing personalised advice and recommendations.
“Getting the right advice, and then the right products, will save you in the long term,” said Dr Justine Hextall, La Roche Posay’s Consultant Dermatologist.
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La Roche-Posay is not the only beauty brand to shun the Black Friday sales in favour of an education-led approach.
The Ordinary owner Deciem is bringing back its Slowvember campaign, offering shoppers a 23% discount on all its products throughout November to encourage them to research the products that best suit their skin care needs.
On Black Friday (24 November), however, the company will close its website and its bricks-and-mortar stores will not take transactions, in a bid to curb the impulsive and unnecessary purchasing that is associated with the holiday.
FFS Beauty, Sun.Day of London and Acala are among the other beauty brands who have pushed back against Black Friday in recent years by offering alternative campaigns.