Value Selling Product Strategy in Practice

Yesterday, I came across a flyer from La Roche-Posay promoting their new SPF 50+ fluid with an innovative filter protecting against ultra-long UVA rays.

Although the product has a long list of features and benefits, the brand chose to focus on one clear message:
“Build memories, not dark spots.”

This is a perfect example of a Value Selling strategy focusing on one key benefit, linking it to a consumer insight – the fear of dark spots after summer holidays, creating real value in the perception of a specific consumer.
Instead of talking about filter technology and dermatological properties, the brand answers the question:

“What will I gain from this?”

What’s more, this approach builds the brand through experience – even without a large advertising campaign.
If the product delivers on its value promise, consumers themselves become brand ambassadors – they notice it, buy other products from the brand, and recommend them to others.

Of course, in this particular case, it would be ideal if the packaging also communicated this main benefit, just as the marketing communication does.

More examples of Value Selling from different categories and markets coming soon.

And if you’d like to implement this approach in your own work – I’ve prepared a free e-book: “How to Sell Value, Not Just Products.”