La Roche-Posay Anthelios: How Trust-Led Content Delivered 1.5× Conversion Growth

Even best-selling products can lose conversion when shopper trust is missing.

La Roche-Posay Anthelios was already one of the leading sunscreens in the category, but concerns around product authenticity were creating hesitation and limiting conversion.

Using Dot Insights Shopper Insight, La Roche-Posay analyzed 23,000+ shopper reviews and questions from Trendyol and Hepsiburada to understand the exact concerns preventing purchase.

Results:

• 1.5× increase in conversion rate
• Fake product perception eliminated
• Stronger shopper confidence
• More decision-friendly product content

The Challenge

Although Anthelios had strong visibility and category leadership, conversion performance was below its potential.

Key issues included:

• Shoppers questioned product authenticity
• Product pages lacked reassurance signals
• Important usage information was missing
• Purchase anxiety prevented conversion

The core problem was simple:

Visibility alone cannot overcome trust issues.

The Solution

Dot Insights Shopper Insight analyzed 23,000+ reviews and Q&A entries to identify the most common sources of hesitation.

The analysis revealed that shoppers wanted clearer information about:

• Product texture and color
• Fast absorption performance
• No white residue after application
• Water and sand resistance
• Makeup compatibility
• Safe usage around the eye area

These concerns represented critical content gaps that were creating uncertainty.

Actions Taken

Based on shopper intelligence, product content was redesigned to answer real pre-purchase questions.

Key improvements included:

• Adding clear texture and color descriptions
• Highlighting fast absorption benefits
• Reinforcing the "no white cast" benefit
• Clarifying water and sand resistance
• Including makeup compatibility information
• Explaining safe application around the eyes

The product page evolved from descriptive content into a trust-building experience.

Results

The impact was immediate and measurable.

Key outcomes included:

• 1.5× higher conversion rate
• Elimination of fake product concerns
• Stronger shopper confidence
• Reduced purchase hesitation

Key Learnings

• Trust gaps reduce conversion—even for category leaders.
• Shopper questions reveal hidden purchase barriers.
• Reassurance is as important as product features.
• Clear answers drive confidence and sales.