To promote the Cicaplast Baume B5+ skincare line, La Roche-Posay launched a winter activation campaign — the “B5 Snow Repair Party” — at Vanke Songhua Lake Ski Resort in Jilin.

Two custom-designed inflatable installations became the campaign’s visual highlights: the B5 Snowman Mascot at the main plaza and the Blue Goggles Character on the slopes. These cheerful, oversized figures invited skiers and visitors to take photos, engage in skincare-themed activities, and explore La Roche-Posay’s signature “Repair and Protect” philosophy in a playful, immersive way.

The campaign combined outdoor sports with dermatological education, transforming the ski resort into a fun, health-conscious brand experience that resonated with both winter sports enthusiasts and skincare lovers alike.