Partnership between La Roche-Posay and WeCancer has already supported over 26,000 cancer patients with digital, human-centered care.
Holistic cancer care beyond the doctor’s office
With an estimated 704,000 new cancer cases per year in Brazil, according to the National Cancer Institute (INCA), large-scale, inclusive care initiatives are increasingly urgent. On National Cancer Awareness Day (November 27), La Roche-Posay and WeCancer reaffirmed their partnership focused on continuous support for people undergoing treatment.
The collaboration combines La Roche-Posay’s dermatological science with WeCancer’s human-centered, multidisciplinary guidance. It is one of the pillars of the brand’s cause, “Fight with Care”, which aims to ensure quality of life during treatment so that the journey is not faced alone.
Since the partnership began in 2023, more than 10,000 patients have benefited from ongoing support. In 2025, the initiative gained new momentum through expanded campaigns, significantly increasing its reach.
Free digital platform and multidisciplinary support
Through its 100% free digital platform, WeCancer offers psychological support and guidance from specialized professionals. The CECI platform provides remote follow-up and helps patients log symptoms in a structured way.
This information is turned into accurate clinical data that supports medical assessment and daily decision-making. As a result, the support extends beyond the doctor’s office and meaningfully impacts the everyday lives of people facing cancer.
“National Cancer Awareness Day reminds us that it’s not enough to treat the tumor – we have to care for the entire patient journey and for those who stand beside them,” says Cesar Filho, biologist and founder of WeCancer. In his view, the partnership with La Roche-Posay transforms consumer behavior into continuous support and dignity for thousands of people.
50th anniversary campaign: sales turned into impact
In July 2025, La Roche-Posay celebrated 50 years in Brazil and chose to mark the milestone by caring for those who need it most. Throughout the anniversary month, the brand donated R$ 1.00 per unit sold of its best-selling Cicaplast line to WeCancer.
The initiative brought to life the brand’s purpose of transforming lives through accessible, comforting dermatological science, scaling the social impact linked to its products. Everyday purchases were converted into concrete support for patients.
As a result, the campaign ensured that more than 26,000 oncology patients received support, an eightfold increase compared with the impact recorded up to early 2024. The action pushed the partnership’s reach to a new level.
360° communication amplifies the message of care
To amplify its message of care and solidarity, the 50th‑anniversary initiative was designed as a 360° campaign. Actions included Out of Home media, engagement of medical specialists and content creators, as well as boosted organic posts and testimonials.
The institutional film was featured on streaming platforms such as Prime Video, Disney+ and MeliPlay, highlighting the many uses of Cicaplast and the collective impact of the cause. The communication connected consumers, product and purpose in an integrated way.
About L’Oréal Group
The L’Oréal Group has been dedicated to beauty for 115 years and now manages a unique international portfolio of 38 diverse and complementary brands. In 2024, it generated €43.48 billion in sales and employs more than 90,000 people worldwide.
As the world’s leading beauty company, L’Oréal operates across multiple distribution channels: mass retail, department stores, pharmacies, salons, travel retail, branded stores and e‑commerce. Research & Innovation, with a team of around 4,000 researchers, lies at the heart of its strategy.
Reinforcing its commitment to sustainability, the company launched the “L’Oréal for the Future” program and set ambitious group‑wide goals for 2030, aiming to empower its ecosystem toward a more inclusive and sustainable society.
In Brazil, the world’s fourth‑largest beauty market, L’Oréal celebrated 65 years in 2024 and is one of the industry leaders, with 22 brands in the country. The portfolio includes L’Oréal Paris, Maybelline, Garnier, Niely, Colorama, Kérastase, L’Oréal Professionnel, Matrix, RedKen, La Roche‑Posay, Vichy, SkinCeuticals, CeraVe, Lancôme, Giorgio Armani, Yves Saint Laurent, Ralph Lauren, Cacharel, Prada, Azzaro, Valentino and Mugler.
