L\'Oreal Brandstorn 2010 Unleash

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  • ตลาดโฟม และมอยเจอไรเซอร์ เติบโตถึง 25.7% ในปี 2009 74% ใช้โฟมล้างหน้า 62% ใช้ครีมบำรุงผิว ตลาดมอยส์เจอไรเซอร์สำหรับผู้ชายมีมูลค่า 310 ล้านบาท เติบโต 163 % ขณะที่ตลาดโฟมล้างหน้าผู้ชายมีมูลค่าประมาณ 390 ล้านบาท มีอัตราการเติบโต 78 % และยังมีแนวโน้มที่จะเติบโตอย่างต่อเนื่อง เพราะกระแส Metrosexualที่ทำให้ผู้ชายหันมาดูแลตัวเองมากยิ่งขึ้น ยังมาแรง62% use skincare product72% of the men use facial foamFacial Foam and Moisturizer has 25.7% market growth70 % comes from cleanser30% comes from Moisturizer
  • Face is identify one of the four in key of attractiveness / research by SynovateRecognize different type of skin needseeks for men product40% of men are using facial Wash 35% are using moisturizer
  • Face is identify one of the four in key of attractiveness / research by SynovateRecognize different type of skin needseeks for men product40% of men are using facial Wash 35% are using moisturizerIn the US, cleansers as the largest share of the market.
  • Radical : def:[ที่มีความคิดเห็นเกี่ยวกับสิ่งใดสิ่งหนึ่งอย่างเอาจริงเอาจังและรุนแรง]     sample:[นักศึกษารุ่นนี้เป็นคนหัวรุนแรงที่มีความเชื่อมั่นสูง
  • PRODUCT FUNCTIONPowerful conveyed by the effectiveness of the product, including seeing the result instantly but the results will long lasting. The products that we gonna launch would serve all key skin benefits that men want in only 3 products, so the customers don’t need to spend time going on complicated steps. POWERFULPowerful also conveyed through packaging with its rebellious design and color changed gimmic that enhance the customer experience. The product design also focus on the ease of usage with on-the-go size.
  • Beginning with the first power, the fire power. Energetic UV shield is the instant UV barrier that energize your skin ad protect skin against the sun and massive pollution with grape seeds extract and mineral water. The key benefits is the instant result. Customers can use it during the day when they feel the skin tiredness after long hours activities. It will refresh their skin and be ready to take actions. The product will be in form of spray, which is non greasy, perfectly for men skin and easy to use with only one press.
  • People mostly refers “Water” to hydration and humidity. Therefore, Hydro recover is the perfect intensive hydrator which recovers weak and dry skin, keeping the skin long lasting moisture with dead sea minerals. Hydro recover is the gel moisturizer that customers can expect long term result. They use it compromising with “Energetic UV shield” which give them emergent results during the day.
  • Storm is one of the extreme powerful thing in the world. By transferring the brand concept into product, Cyclonic cleanser become the powerful item that blow away all dirt and impurities. With charcoal as a key ingredient and ocean salts exfoliator, customers can feel the deep clean and cooling power.
  • DIESEL heroes warn the public and People found the hole and search youtubeblablaDIESEL heroes shown the places and link to DIESEL website
  • DIESEL heroes warn the public and People found the hole and search youtubeblablaDIESEL heroes shown the places and link to DIESEL website
  • DIESEL heroes warn the public and People found the hole and search youtubeblablaDIESEL heroes shown the places and link to DIESEL website
  • DIESEL heroes warn the public and People found the hole and search youtubeblablaDIESEL heroes shown the places and link to DIESEL website
  • DIESEL heroes warn the public and People found the hole and search youtubeblablaDIESEL heroes shown the places and link to DIESEL website
  • DIESEL heroes warn the public and People found the hole and search youtubeblablaDIESEL heroes shown the places and link to DIESEL website
  • Add picture billboard/btsTravel/music (Rollingstone)/-Opening event: Invite celebs and random viewers in the website to participate
  • Product TrialEmporium/paragon database
  • UNLEASH WEBSITE - Introduce products and its function-
  • UNLEASH WEBSITE - Introduce products and its function-
  • 1
  • 1
  • Most significant Continent in males groomingFrance and the UK British man spent an average of $3.8 on skin care products $86 MGermany and SpainItaly just managed to eek out some growth. Last year the average British man spent an average of £2.50 on skin care products making up a total market size of £57m (€71m), according to the report published by Mintel. 2008Male grooming across Europe is certainly going from strength to strength with all Big 5 countries making gains in value terms. France and the UK saw the healthiest gains while Italy just managed to eek out some growth. Germany and Spain fell somewhere in the middle of the two, with their male grooming markets putting on 1.2% and 1.7%, respectively.Mass men’s facial skin care sector made the biggest gains, adding a very impressive 9.3% to about $80 million.
  • http://business.globaltimes.cn/world/2009-09/471413_2.htmlThe value of the men's skin-care and cosmetics market could reach a record 400 million yuan (US$33 million) this year and then surge 10-fold to 4 billion yuan next year, according to the China Association of Fragrance and Cosmetic Industries. That compares with the 40 billion yuan market size of the whole cosmetics industry.While activists across India are raising their voices against the racial tone of current skin whitening advertisements, the overall market for skin whitening is growing rapidly. It can be said that the skin care market for Indian men literally took off with skin whitening products.
  • L\'Oreal Brandstorn 2010 Unleash

    1. 1. DIESEL UNLEASH<br />
    2. 2. ANALYSIS<br />
    3. 3. BRAND PORTFOLIO<br />Energetic<br />Rebellious<br />Provocative & Sexy<br />Iconic & Ironic<br />Cool<br />Fashion<br />Lifestyle<br />REBELLIOUS AGAINST CONFORMITY<br />
    4. 4. CHALLENGE<br />Energetic<br />Rebellious<br />Provocative & Sexy<br />Iconic & Ironic<br />Cool<br />New franchise of men’s beauty product in selective distribution channel<br />Fashion<br />Lifestyle<br />REBELLIOUS AGAINST CONFORMITY<br />
    5. 5.
    6. 6. SWOT IN BEAUTY MARKET<br />Strength<br /><ul><li> Unique attitude and personality
    7. 7. Strong masculine brand image</li></ul>Weakness<br /><ul><li> Limited customer base
    8. 8. Lack of brand heritage in beauty industry</li></ul>Threat<br /><ul><li>Economy downturn affects purchasing power</li></ul>Opportunity<br /><ul><li>Moving up trend of the middle class
    9. 9. Growth in global grooming market </li></li></ul><li>SWOT IN BEAUTY MARKET<br />Strength<br /><ul><li> Unique attitude and personality
    10. 10. Strong masculine brand image</li></ul>Weakness<br /><ul><li> Limited customer base
    11. 11. Lack of brand heritage in beauty industry</li></ul>Threat<br /><ul><li>Economy downturn affects purchasing power</li></ul>Opportunity<br /><ul><li>Moving up trend of the middle class
    12. 12. Growth in global grooming market </li></li></ul><li>SWOT IN BEAUTY MARKET<br />Strength<br /><ul><li> Unique attitude and personality
    13. 13. Strong masculine brand image</li></ul>Weakness<br /><ul><li> Limited customer base
    14. 14. Lack of brand heritage in beauty industry</li></ul>Threat<br /><ul><li>Economy downturn affects purchasing power</li></ul>Opportunity<br /><ul><li>Moving up trend of the middle class
    15. 15. Growth in global grooming market </li></li></ul><li>SWOT IN BEAUTY MARKET<br />Strength<br /><ul><li> Unique attitude and personality
    16. 16. Strong masculine brand image</li></ul>Weakness<br /><ul><li> Limited customer base
    17. 17. Lack of brand heritage in beauty industry</li></ul>Threat<br /><ul><li>Economy downturn affects purchasing power</li></ul>Opportunity<br /><ul><li>Moving up trend of the middle class
    18. 18. Growth in global grooming market </li></li></ul><li>BRAND VISION<br />Where we want to be?<br />The alternative and aspiring lifestyle brand in a male beauty market.<br />Where we are?<br />A unique lifestyle brand with only perfume franchise in a beauty market<br />
    19. 19. COMPETITIVE LANDSCAPE<br />
    20. 20. POSITIONING GRID<br />Sophisticated<br />Emotional<br />Benefit<br />Functional <br />Benefit<br />Simple<br />
    21. 21. POSITIONING GRID<br />Sophisticated men<br />Emotional<br />Benefit<br />Functional <br />Benefit<br />Simple<br />
    22. 22. POSITIONING GRID<br />Sophisticated men<br />Emotional<br />Benefit<br />Functional <br />Benefit<br />Masculine<br />
    23. 23. CCONSUMER AND MARKET ANALYSIS<br />
    24. 24. TARGET CUSTOMERS<br />DEMOGRAPHICS<br />INCOME: B+ and A 40,000 <br />AGE: 20-35 years old PERSONAL TRAITS<br />Dress for himself <br />Recognize their own needs<br />Obsess with all qualities in their lives<br />Choosing consistent personal style<br />Concern world around them<br />Decide what right or wrong themselves<br />UBERSEXUAL<br />Nurturance+<br />Communicative<br />Strength+<br />Masculinity<br />
    25. 25. TARGET CUSTOMERS<br />LIFESTYLES<br />Fitness Seeker: Health clubs/ Home Gym Equipment<br />Cooker : Cookery book<br />Hedonist Traveler: Food Tourism<br />FASHION & BEAUTY PRODUCTS<br />FASHION FOLLOWER- Fashion clothing<br />GROMMER- Shaving, hair care<br />SKIN CONSCIOUS- Moisturizer/facial masks<br />They need effective product with the right style<br />
    26. 26. THAI MARKET ANALYSIS<br />Growth 25.7%<br />72% use Cleanser<br />TNS Research, Men’s grooming 2009 and other sources<br />
    27. 27. FACIAL CARE AROUND THE WORLD<br />07/05/53<br />19<br />Kuan Lin,23<br />Chris, 22<br />Atsu,27<br />Aitsanart,22<br />19<br />
    28. 28.
    29. 29. FACIAL CARE AROUND THE WORLD<br />07/05/53<br />21<br />“In the US, cleansers as the largest shareof the market.”-Packaged Facts 2009<br />21<br />
    30. 30. NEW FRANCHISE<br />
    31. 31. BRANDING CONCEPT<br />MEN BREAKING AWAY FROM THE ORDINARY WITH HIS POWER<br />UNLEASH<br />Water Fire Storm<br />
    32. 32. Brand Personality<br />Rebellious<br />Iconic<br />Provocative<br />Extraordinary& powerful<br />Radical<br />Strong & Masculine<br />
    33. 33. PRODUCT<br />PRODUCT <br />FUNCTIONS<br />POWERFUL<br />Give instant results<br />Long lasting<br />Serve all beauty needs in 3 products<br />SIMPLE<br />PACKAGING<br />POWERFUL<br />Rebellious design<br />Ease of use +On- the-go size<br />SIMPLE<br />
    34. 34. PRODUCT<br />KEY INGREDIENTS<br />ENERGETIC UV SHIELD<br />Grape seeds extract<br />Mineral Water<br />Vitamin E<br />Titanium Oxide<br />PRODUCT FORM<br />Spray<br />
    35. 35. PRODUCT<br />HYDRO RECOVER<br />KEY INGREDIENTS<br />Dead sea minerals<br />Mineral Oil<br />Glycerin<br /> Vitamin C<br />PRODUCT FORM<br />Gel<br />
    36. 36. PRODUCT<br />CYCLONIC CLEANSER<br />KEY INGREDIENTS<br />Charcoal and ocean salts <br />PRODUCT FORM<br />Gel and exfoliator<br />
    37. 37. PACKAGING<br />“Experience the integration of powers”<br />“All men powers in rebellious Kryptonite form”<br />
    38. 38. PACKAGING<br />“UNLEASH the metal chain to break away from the ordinary” <br />
    39. 39. PRICING<br />
    40. 40. PRICING STRATEGY<br />Objective: Price that conveys positioning of luxurious fashion brand<br />
    41. 41. COMMUNICATION<br />
    42. 42. COMMUNICATION<br />KEY MESSAGE<br />The effective male beauty products that unleash their look and style<br />TAGLINE <br />Unleash men power<br />FOCUS<br />Style function and attitude<br />
    43. 43.
    44. 44. UNLEASH<br />
    45. 45. UNLEASH<br />
    46. 46. COMMUNICATION<br />CreateBUZZ<br />Create AWARENESS- <br />Create BRAND EXPERIENCES <br />Create a LONG LASTING RELATIONSHIP<br />
    47. 47. COMMUNICATION<br />CREATE BUZZ<br />GLOBAL GUERILLA CAMPAIGN-”UNLEASH the warning”<br />
    48. 48. Global Warning<br />And this is the place that I mentioned..<br />
    49. 49. Youtube search “Global Warning”<br />Youtube search “Global Warning”<br />
    50. 50. COMMUNICATION<br />Global Warning: ep2<br />Youtube search “Global Warning”<br />DIESEL UNLEASH<br />www.dieselUNLEASH.com<br />See? it really HAPPENED<br />
    51. 51. COMMUNICATION<br />Global Warning: ep2<br />FIND<br />DIESEL UNLEASH<br />www.dieselUNLEASH.com<br />
    52. 52. Cyclonic Cleanser<br />Deep cleanser<br />Hydro Recover<br />Long lasting hydrator<br />Global Warning<br />Energetic UV Shield<br />Strong UV barrier<br />UNLEASH<br />
    53. 53. COMMUNICATION<br />CREATE AWARENESS<br />1.OPENING EVENT<br />2.ADS/ADVERTORIALS<br />3.BILLBOARDS<br />
    54. 54. COMMUNICATION<br />CREATE BRAND EXPERIENCES<br />1. BROCHURE<br />2. PRODUCT SAMPLINGS<br />3. INTERACTIVE STORE<br />
    55. 55. INTERACTIVE STORE<br />
    56. 56. COMMUNICATION<br />CREATE A LONG TERM RELATIONSHIP<br />1. UNLEASH WEBSITE<br />2. GIFT WITH PURCHASE: POWE®ING <br />3. BEAUTY ASSISTANTS<br />
    57. 57. INSERT YOUR PIN CODE:<br />Global Warning<br />XXXXXXX<br />UNLEASH<br />
    58. 58. 02: YOUTUBE CATCHER<br />Find out UNLEASH videos <br />around the world from Youtube<br />03: UNLEASH SITUATION<br />Catch up UNLEASH global news and events and be the first one who get the exclusivity<br />01: IPHONE APPLICATION <br />Download UNLEASH iphone applications<br />Global Warning<br />DINE<br />TECH<br />CARS<br />GROOM<br />ENTERTAIN<br />STYLE<br />UNLEASH<br />
    59. 59. COMMUNICATION<br />CREATE A LONG TERM RELATIONSHIP<br />1. UNLEASH WEBSITE<br />2. GIFT WITH PURCHASE:<br /> POWE®ING <br />3. BEAUTY ASSISTANTS<br />
    60. 60. DISTRIBUTION CHANNEL<br />
    61. 61. CHANNEL<br />Objective: Positioning of luxurious fashion brand<br />Independent store<br />Department store<br />Duty Free<br />Online Channel<br /><ul><li> Increase accessibility
    62. 62. Provide space for creating experience</li></li></ul><li>FUTURE PLAN<br />
    63. 63. INTERNATIONAL LAUNCH<br />Market Prioritization<br />Europe & US<br />Asia & Oceania<br />Africa & Latin America<br />Source: Packaged Goods, Global Analysis Grooming market 2009<br />
    64. 64. PRODUCT EXTENSION<br />Year 2<br />Year 3<br />Year 1 1/2<br />Year 1<br />Launched<br />x<br />x<br />x<br />x<br />?<br />UNLEASH <br />The next power Campaign<br />
    65. 65. THANK YOU<br />
    66. 66. Back-up<br />
    67. 67. Questions<br />How can you differentiate your products?<br />How do you segment customers?<br />What do you mean by “Style”?<br />What’s Ubersexual men value?<br />Key insights seem general?<br />How can you show “Rebellious against conformity in your branding?<br />How can it change the color? Harmful to skin?<br />How can you engage people into global guerilla campaign?<br />
    68. 68. Questions<br />9. Explain the key message<br />10. Which DIESEL characteristics that your brand convey? <br />
    69. 69. FORM OF THE PRODUCT<br />Cleansing<br />charcoal. Primarily carbon substance formed by charring organic material in absence of oxygen. One teaspoonful of Activated Charcoal USP has a surface area of more than 10,000 square feet, which gives charcoalunique absorption properties. It also can disinfect wounds.<br />Sunscreen<br />titanium dioxide . Inert earth mineral used as a thickening, whitening, lubricating, and sunscreen ingredient in cosmetics. It protects skin from UVA and UVB radiation and is considered to have no risk of skin irritation (Source: Skin Therapy Letter, 1997, volume 2, number 5). See UVA<br />Vitamin E is the antioxidant protecting skin from the adverse effects of oxidative stress including photoaging [sun damage]<br />octylmethoxycinnamate . Sunscreen agent used to protect skin primarily from the sun’s UVB rays (Source: Skin Therapy Letter, 1997, volume 2, number 5, www.dermatology.org/skintherapy ).<br />grape seed extract. Contains proanthocyanidins, which are very potent antioxidants, helpful for diminishing the sun’s damaging effects and lessening free-radical damage (Sources: Current Pharmaceutical Biotechnology, June 2001, pages 187–200; and Toxicology, August 2000, pages 187–197). It has also been shown to have wound-healing properties (Source: Free Radical Biology and Medicine, July 2001, pages 38–42).<br />Moisturizing<br />glycerin works because of its ability to attract water from the environment and from the lower layers of skin (dermis) increasing the amount of water in the surface layers of skin. Another aspect of glycerin’s benefit is that it is a skin-identical ingredient, meaning it is a substance found naturally in skin. In that respect it is one of the many substances in skin that help maintain the outer barrier and prevent dryness or scaling.<br />topical vitamin C is an important adjunct to the use of sunscreens, an adjunctive treatment to lessen erythema [redness] in skin resurfacing, a helpful adjunct or an alternative to Retin-A in the treatment of fine wrinkles, and a stimulant to wound healing.”<br />
    70. 70. Dead Sea minerals. Several studies demonstrate that Dead Sea minerals can have a positive effect on psoriatic skin (Sources: Israel Journal of Medical Sciences, November 2001, pages 828–832; British Journal of Dermatology, June 2001, pages 1154–1160; International Journal of Dermatology, February 2001, pages 158–159; and Journal of the American Academy of Dermatology, August 2000, pages 325–326). Psoriasis is a skin condition characterized by rapidly dividing, overactive skin cells. No one is quite sure how the Dead Sea minerals and salts affect psoriasis. One of the more popular theories regarding their benefit is that the mineral content of the water slows down the out-of-control cell division. Some research indicates that the benefit is cumulative and that the results can last for up to five months. However, there is no research showing that these minerals have any effect on wrinkles, dry skin, or acne<br />Mineral oil petroleum is a natural ingredient derived from the earth and that once it becomes mineral oil USP (cosmetics- and pharmaceutical-grade mineral oil), it has no resemblance to the original petroleum. Cosmetics-grade mineral oil and petrolatum are considered the safest, most nonirritating moisturizing ingredients ever found (Sources: Cosmetics & Toiletries, January 2001, page 79; and Cosmetic Dermatology, September 2000, pages 44–46). <br />
    71. 71. MARKET-POPULAR PRODUCT TREND<br />Premium market NPD GROUP<br /><ul><li> Simple
    72. 72. Products that are part of a basic regimen, like cleansers, moisturizers, and shave treatment products
    73. 73. Multi-purposed</li></li></ul><li>Back up competitor image<br />
    74. 74. BRAND PORTFOLIO<br />Energetic<br />Rebellious<br />Provocative & Sexy<br />Iconic & Ironic<br />Cool<br />Only The Brave<br />Cool & Iconic<br />New franchise of men’s beauty product in selective distribution channel<br />Fashion<br />Lifestyle<br />REBELLIOUS AGAINST CONFORMITY<br />Fuel For life<br />Energetic & Sexy<br />
    75. 75. UBERSEXUAL MEN-GROOMING<br />Ubersexual<br />Grooming help boost up the Ubersexual men confidence. Grooming helps him do things in his life easier.<br />Ubersexual VS Metrosexual<br />The metrosexual pay more attention to his appearance and like spending time in grooming. <br />
    76. 76. Brand positioning in current portfolio<br />
    77. 77. PRODUCT-SPF<br />SPF 30:<br /><ul><li>SPF 15 protects against 93% of UVB rays
    78. 78. SPF 30 provides 97%
    79. 79. SPF 50 provides 98% protection from UVB rays
    80. 80. UVA causes dry, wrinkly and rough skin, and UVA and UVB cause damage to the cells that make up the skin
    81. 81. SPF 30: 30*30= 900 minutes (>12hr)</li></ul>http://www.uvge<br />http://www.junjaowka.com/webboard/showthread.php?t=113042ar.net/<br />
    82. 82. Market Legitimacy<br />
    83. 83. PRIORITIZE COMPETITORS<br />Male-specific product<br />1.1 Selective male-specific skincare<br /><ul><li>Consumer seek for a lifestyle product in grooming
    84. 84. No image offered by current products</li></ul>1.2 Fashion male-specific product<br /><ul><li>Alternative image of DIESEL MEN</li></ul>1.3 Mass market male-specific product<br /><ul><li>The young who has just moved up in their income level or age life cycle
    85. 85. Seek for high quality product</li></ul>2. Female product<br /><ul><li>Appeal to masculine image
    86. 86. Trust in product ingredient and quality-effective/quick/simple</li></li></ul><li>Competitor’s product<br />
    87. 87. Competitor’s product<br />
    88. 88. Branding the product extension<br />
    89. 89. More about Ubersexual<br />Ambition<br />What is he interested doing?<br />
    90. 90. UNLEASH VS EXISTING PRODUCT LINE<br />Brand characterisitics<br />
    91. 91. CANNIBALIZATION PREVENTION<br />Different product lines<br />Brand characteristics and concept<br />
    92. 92. POSITIONING GRIDE<br />What are the attribute to say that it’s a product that’s more feminine?<br />
    93. 93. Europe<br /><ul><li>Most significant Continent in males grooming
    94. 94. France and the UK
    95. 95. British man spent an average of $3.8 on skin care products $86 M
    96. 96. Germany and Spain
    97. 97. Italy just managed to eek out some growth. </li></li></ul><li>U.S.<br />Over all US selective distribution channel has declined in growth. <br />The market for facial skincare has experienced steady growth since 2004.<br />In the US, cleansers as the largest share of the market.<br />
    98. 98. Asia <br />2008 skin care, is expected to achieve significant growth over its current $185 million size. <br />2009<br />
    99. 99. Asia Pacific<br />In Asia Pacific, Cleansing or Facial skin care has high adoption rate <br />The more specific the product. The lower the adoption rate. <br />
    100. 100. MALE GROOMING INGREDIENTS<br />Surfactants: such as sodium laureth sulfate, a basic detergentStearic and oleic acids: fatty acids commonly used in creams Carbomers: the polymers that maintain creams' emulsified stateDenatured ethanol: (particularly found in fragrances)Bisabolol: made from the essential oil of German chamomile, this thick oil lubricates dry cells, improving appearance. It has a wide range of applications throughout hair and skin care productsDimethicone, or variants thereof: this silicon polymer is used as a conditioning or protective layer in skin and hair products, valued for its flow propertiesGlycerin and its esterified form (glycerylstearate): retain moisture, as well as acting as lubricants.<br />
    101. 101.
    102. 102.
    103. 103. What is your flaw and how will you overcome it?<br />

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