L\'Oreal Brandstorn 2010 Unleash

DIESEL UNLEASH

ANALYSIS

BRAND PORTFOLIO
Energetic
Rebellious
Provocative & Sexy
Iconic & Ironic
Cool
Fashion
Lifestyle
REBELLIOUS AGAINST CONFORMITY

CHALLENGE
Energetic
Rebellious
Provocative & Sexy
Iconic & Ironic
Cool
New franchise of men’s beauty product in selective distribution channel
Fashion
Lifestyle

SWOT IN BEAUTY MARKET
Strength
Unique attitude and personality
Strong masculine brand image
Weakness
Limited customer base
Lack of brand heritage in beauty industry
Threat
Economy downturn affects purchasing power
Opportunity
Moving up trend of the middle class
Growth in global grooming market

BRAND VISION
Where we want to be?
The alternative and aspiring lifestyle brand in a male beauty market.
Where we are?
A unique lifestyle brand with only perfume franchise in a beauty market

COMPETITIVE LANDSCAPE

POSITIONING GRID
Sophisticated
Emotional
Benefit
Functional
Benefit
Simple

POSITIONING GRID
Sophisticated men
Emotional
Benefit
Functional
Benefit
Simple

POSITIONING GRID
Sophisticated men
Emotional
Benefit
Functional
Benefit
Masculine

CCONSUMER AND MARKET ANALYSIS

TARGET CUSTOMERS
DEMOGRAPHICS
INCOME: B+ and A 40,000
AGE: 20-35 years old PERSONAL TRAITS
Dress for himself
Recognize their own needs
Obsess with all qualities in their lives
Choosing consistent personal style
Concern world around them
Decide what right or wrong themselves
UBERSEXUAL
Nurturance+
Communicative
Strength+
Masculinity

TARGET CUSTOMERS
LIFESTYLES
Fitness Seeker: Health clubs/ Home Gym Equipment
Cooker : Cookery book
Hedonist Traveler: Food Tourism
FASHION & BEAUTY PRODUCTS
FASHION FOLLOWER- Fashion clothing
GROMMER- Shaving, hair care
SKIN CONSCIOUS- Moisturizer/facial masks
They need effective product with the right style

THAI MARKET ANALYSIS
Growth 25.7%
72% use Cleanser
TNS Research, Men’s grooming 2009 and other sources

FACIAL CARE AROUND THE WORLD
07/05/53
19
Kuan Lin,23
Chris, 22
Atsu,27
Aitsanart,22
19

FACIAL CARE AROUND THE WORLD
07/05/53
21
“In the US, cleansers as the largest shareof the market.”-Packaged Facts 2009
21

NEW FRANCHISE

BRANDING CONCEPT
MEN BREAKING AWAY FROM THE ORDINARY WITH HIS POWER
UNLEASH
Water Fire Storm

Brand Personality
Rebellious
Iconic
Provocative
Extraordinary& powerful
Radical
Strong & Masculine

PRODUCT
PRODUCT
FUNCTIONS
POWERFUL
Give instant results
Long lasting
Serve all beauty needs in 3 products
SIMPLE
PACKAGING
POWERFUL
Rebellious design
Ease of use +On- the-go size
SIMPLE

PRODUCT
KEY INGREDIENTS
ENERGETIC UV SHIELD
Grape seeds extract
Mineral Water
Vitamin E
Titanium Oxide
PRODUCT FORM
Spray

PRODUCT
HYDRO RECOVER
KEY INGREDIENTS
Dead sea minerals
Mineral Oil
Glycerin
Vitamin C
PRODUCT FORM
Gel

PRODUCT
CYCLONIC CLEANSER
KEY INGREDIENTS
Charcoal and ocean salts
PRODUCT FORM
Gel and exfoliator

PACKAGING
“Experience the integration of powers”
“All men powers in rebellious Kryptonite form”

PACKAGING
“UNLEASH the metal chain to break away from the ordinary”

PRICING

PRICING STRATEGY
Objective: Price that conveys positioning of luxurious fashion brand

COMMUNICATION

COMMUNICATION
KEY MESSAGE
The effective male beauty products that unleash their look and style
TAGLINE
Unleash men power
FOCUS
Style function and attitude

UNLEASH

COMMUNICATION
CreateBUZZ
Create AWARENESS-
Create BRAND EXPERIENCES
Create a LONG LASTING RELATIONSHIP

COMMUNICATION
CREATE BUZZ
GLOBAL GUERILLA CAMPAIGN-”UNLEASH the warning”

Global Warning
And this is the place that I mentioned..

Youtube search “Global Warning”

COMMUNICATION
Global Warning: ep2
DIESEL UNLEASH
www.dieselUNLEASH.com
See? it really HAPPENED

COMMUNICATION
Global Warning: ep2
FIND
DIESEL UNLEASH
www.dieselUNLEASH.com

Cyclonic Cleanser
Deep cleanser
Hydro Recover
Long lasting hydrator
Global Warning
Energetic UV Shield
Strong UV barrier
UNLEASH

COMMUNICATION
CREATE AWARENESS
1.OPENING EVENT
2.ADS/ADVERTORIALS
3.BILLBOARDS

COMMUNICATION
CREATE BRAND EXPERIENCES
1. BROCHURE
2. PRODUCT SAMPLINGS
3. INTERACTIVE STORE

INTERACTIVE STORE

COMMUNICATION
CREATE A LONG TERM RELATIONSHIP
1. UNLEASH WEBSITE
2. GIFT WITH PURCHASE: POWE®ING
3. BEAUTY ASSISTANTS

INSERT YOUR PIN CODE:
Global Warning
XXXXXXX
UNLEASH

02: YOUTUBE CATCHER
Find out UNLEASH videos
around the world from Youtube
03: UNLEASH SITUATION
Catch up UNLEASH global news and events and be the first one who get the exclusivity
01: IPHONE APPLICATION
Download UNLEASH iphone applications
Global Warning
DINE
TECH
CARS
GROOM
ENTERTAIN
STYLE
UNLEASH

COMMUNICATION
CREATE A LONG TERM RELATIONSHIP
1. UNLEASH WEBSITE
2. GIFT WITH PURCHASE:
POWE®ING
3. BEAUTY ASSISTANTS

DISTRIBUTION CHANNEL

CHANNEL
Objective: Positioning of luxurious fashion brand
Independent store
Department store
Duty Free
Online Channel
Increase accessibility
Provide space for creating experience

FUTURE PLAN

INTERNATIONAL LAUNCH
Market Prioritization
Europe & US
Asia & Oceania
Africa & Latin America
Source: Packaged Goods, Global Analysis Grooming market 2009

PRODUCT EXTENSION
Year 2
Year 3
Year 1 1/2
Year 1
Launched
x
x
x
x
?
UNLEASH
The next power Campaign

THANK YOU

Back-up

Questions
How can you differentiate your products?
How do you segment customers?
What do you mean by “Style”?
What’s Ubersexual men value?
Key insights seem general?
How can you show “Rebellious against conformity in your branding?
How can it change the color? Harmful to skin?
How can you engage people into global guerilla campaign?

Questions
9. Explain the key message
10. Which DIESEL characteristics that your brand convey?

FORM OF THE PRODUCT
Cleansing
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.
Sunscreen
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
Vitamin E is the antioxidant protecting skin from the adverse effects of oxidative stress including photoaging [sun damage]
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 ).
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).
Moisturizing
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.
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.”

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
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).

MARKET-POPULAR PRODUCT TREND
Premium market NPD GROUP
Simple
Products that are part of a basic regimen, like cleansers, moisturizers, and shave treatment products
Multi-purposed

Back up competitor image

BRAND PORTFOLIO
Energetic
Rebellious
Provocative & Sexy
Iconic & Ironic
Cool
Only The Brave
Cool & Iconic
New franchise of men’s beauty product in selective distribution channel
Fashion
Lifestyle
Fuel For life
Energetic & Sexy

UBERSEXUAL MEN-GROOMING
Ubersexual
Grooming help boost up the Ubersexual men confidence. Grooming helps him do things in his life easier.
Ubersexual VS Metrosexual
The metrosexual pay more attention to his appearance and like spending time in grooming.

Brand positioning in current portfolio

PRODUCT-SPF
SPF 30:
SPF 15 protects against 93% of UVB rays
SPF 30 provides 97%
SPF 50 provides 98% protection from UVB rays
UVA causes dry, wrinkly and rough skin, and UVA and UVB cause damage to the cells that make up the skin
SPF 30: 30*30= 900 minutes (>12hr)
http://www.uvge
http://www.junjaowka.com/webboard/showthread.php?t=113042ar.net/

Market Legitimacy

PRIORITIZE COMPETITORS
Male-specific product
1.1 Selective male-specific skincare
Consumer seek for a lifestyle product in grooming
No image offered by current products
1.2 Fashion male-specific product
Alternative image of DIESEL MEN
1.3 Mass market male-specific product
The young who has just moved up in their income level or age life cycle
Seek for high quality product
2. Female product
Appeal to masculine image
Trust in product ingredient and quality-effective/quick/simple

Competitor’s product

Branding the product extension

More about Ubersexual
Ambition
What is he interested doing?

UNLEASH VS EXISTING PRODUCT LINE
Brand characterisitics

CANNIBALIZATION PREVENTION
Different product lines
Brand characteristics and concept

POSITIONING GRIDE
What are the attribute to say that it’s a product that’s more feminine?

Europe
Most significant Continent in males grooming
France and the UK
British man spent an average of $3.8 on skin care products $86 M
Germany and Spain
Italy just managed to eek out some growth.

U.S.
Over all US selective distribution channel has declined in growth.
The market for facial skincare has experienced steady growth since 2004.
In the US, cleansers as the largest share of the market.

Asia
2008 skin care, is expected to achieve significant growth over its current $185 million size.
2009

Asia Pacific
In Asia Pacific, Cleansing or Facial skin care has high adoption rate
The more specific the product. The lower the adoption rate.

MALE GROOMING INGREDIENTS
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.

What is your flaw and how will you overcome it?

L\'Oreal Brandstorn 2010 Unleash

by Pin Kasemsiri on May 21, 2010

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L\’Oreal Brandstorn 2010 Unleash — Presentation Transcript