My UV Patch by La Roche-Posay wins the “Nudging For Good” Diamond Award

News My UV Patch by La Roche-Posay wins the “Nudging For Good” Diamond Award

On 20 March 2017, Laetitia Toupet, Global Director of La Roche-Posay, received the first Diamond Award for My UV Patch by La Roche-Posay at the Nudging For Good awards organised by the European Brands Association (AIM) in Brussels.

Launched in 2016, this prize is awarded to brands that encourage consumers to adopt more sustainable and healthier lifestyles, according to criteria including a positive influence on their behaviour, as well as the simplicity and usefulness of the products.

My UV Patch by La Roche-Posay emerged as the top Nudging For Good initiative, beating 41 other products developed by 22 brands. My UV Patch stood out from the other contenders by improving its users’ behaviour: 63% reported experiencing less sunburn and 37% applied more sunscreen.

This award is extremely encouraging! Just one year after its launch, My UV Patch has effectively proven how cutting edge science and technology have the potential to change consumers’ behaviour towards sun exposure, and to contribute to our long-term commitment to fight skin cancer.

said Laeticia Toupet.


A study published in 2015 by IPSOS revealed a divergence between consumers’ knowledge and their behaviour towards sun exposure risks. While 9 out of 10 people are aware of the dangers of exposing themselves to sunlight without protection, less than 30% of the population take measures to protect themselves. These observations highlighted the need to offer simpler and smarter solutions focused on consumers’ existing behaviour.

To address this divergence, in partnership with the L’Oréal Technology Incubator, La Roche-Posay developed My UV patch and its mobile application to measure UVA and UVB exposure and educate users about protecting themselves from the sun’s rays.

This year, to encourage the adoption of protective behaviours from a very early age, La Roche-Posay is raising children’s awareness about the need to protect themselves by gamifying My UV Patch.

Nudging For Good recognises brands that base their work on consumer insight and provide Healthcare and Sustainability solutions by promoting more active and balanced lifestyles and encouraging users to reduce water and energy wastage.

The jury included Robert Madelin, former EU Commission Director-General, advisor to the World Economic Forum Council on the Future of Behavioural Sciences, Richard Holland, Director of Market Transformation Initiative at WWF and Virginie Rozière, who all share the same values as the Nudge initiative.

More articles