Loreal is developing a new depilatory cream called Metro for men that removes body hair painlessly using a unique portable applicator device, with natural moisturizing ingredients like Pseudoalteromonas bacteria extracts, Calendula, and Cucumber. Metro aims to empower modern men by providing a complete hair removal solution that is clean, convenient to use, and helps men freely express their individual style without worries about body hair. Loreal analyzes Metro's strengths like its natural ingredients and painless use against competitors like trimmers and waxing, and sees opportunities in the growing market for male grooming in India as more men aspire to fitness, fashion,

1. Brand INNOVATION
Ease No Pain No Irritation No Dryness Cleanliness of
Surrounding
Complete
Removal
Metro Trimmer Wax Veet
Product Name: Loreal Metro Portfolio:Styling+Shaving+Skincare
A thin depilatory cream with natural ingredients like Pseudoalteromonas bacteria extracts,
Calendula & Cucumber .
USP: Not only removes body hair but also has a moisturising effect that prevents itchiness
& dryness. The cream can be used anywhere on the body.
It also has a unique electrical portable device that can apply the cream , remove the hair
and store it into a disposable sac without dirtying the place .
The strategy canvas of Loreal Metro is pitted
against its competitors such as the trimmer,
Wax and Veet. The products ventures into the
blue ocean with its breakthrough innovation
and features.
Our product is made for the new age metrosexual man
The ingredient used in Metro is natural due to which it
can be used anywhere on the board
Our USP is the technology that is used in the metro
device that makes the experience painless and effective.
Loreal has advanced knowledge about a man's body
Loreal believes in empowering modern men
Loreal believes in the power of smart designs

2. Strengths Weakness
Opportunities Threats
• Thin cream spread easily &
minimal wastage with device.
• Natural Ingredients and
presence of Moisturiser
• Complete painless hair removal
experience.
• No hair falls on the ground,thus
ensuring cleanliness.
• Portability & Do-it-Yourself
regime
• No requirement of water post
depilation.
• Usage of trimmers by
men
• Laser removal of Hair
• Stereotypical linkage of
Men & body hair in India
• Product Expensive in
general
• First time purchase cost
high.
• Indians shy about hair
removal
• Fast growing trend
• Rage in Salons
• Largely unexplored segment
in India with no competitors.
• Scope of line extensions like
body bronzers.
SWOT & Insights
“An increasing number of men
come here to get their body
hair removed. There is an
all season demand but it
increases exponentially
during Wedding seasons.”
Salon Expert
“I would want my boyfriend to
have a clean body as being
hairy just looks dirty & gross.”
“I want to flaunt the tatoos on
my arm for which I need clean
Shaven arms”
“Waxing is really painful for us
since our skin is thicker,
and body hair stronger”
“I use trimmer but the result is
not that satisfactory ,the entire
place gets messy
with hair.”
“In our industry it is a must for males to remove their
body hair given the deep cut attire we wear”
Male Model
23 Years ,Female
25 Years ,Male
Why do men in India want to get rid of their body hair?
• Due to Tattoo & Body building trends.
• Increasing inspiration from celebrities (eg: Salman Khan)
• Aspiration to become models and actors in the future pushes
men to get their body cleaned.
• Husbands & Boyfriends remove hair for their partners.
• Men into active sports like swimming, wrestling and boxing
remove their body hair as a part of personal hygiene.
• Metrosexual is the new upcoming trend that is already in
vogue abroad

3. IMC
Consumer
Journey
Stages Method Time
Discover
1)The consumer is
made aware that such
a product exists in the
market
2)The idea of
Metrosexual man
being someone who
does whatever that
fires them up and not
stick to norms.
1)The product is first introduced in salons and travel retail
space for visibility.
2)TVCs are made viral that will reveal the product with
#FireUp positioning.
3)Make product available in Ecommerce channels.
4)Popular movie endorsements.
5) Social Media campaign with #FireUp to encourage people
to share pictures of something they are fired up about to
create buzz and goodies doled out.
6
Month
s
Involve
1)We introduce the
product in the market
2)Create
engagements with the
consumer.
1)Have an OOH outside popular locations in metrocity.
2)#FireUp twitter and facebook contest where people share
their passions and motivations and win prizes.
3) Advertorials on men’s magazine like GQ or MensXP or
Femina for women who are key influencers.
4)Continued TVCs
1
Year
Act
1)To get them to buy
the product
1)Combo pack of device and product sold and also
individual products are available depending on the discretion
of the consumer.
2)Continued Metro Instagram/Facebook contests/TVCs
Lifeti
me
Long
Term
To have a longer
customer relationship
1)A metro app that will provide for basic grooming tips,keeps
you posted on the latest fashion and grooming trends.It also
allows men to post their problems for quick solutions by
engaging them with a team of trusted Loreal experts.
Lifeti
me
'Promoting the idea of zeal and enthusiasm infused
with passion to do whatever he wants and break
free from the typical stereotype of the society. It
evokes strong emotion of being sharp, passionate
and edgy in his own mystique ways.'Women are
also fired up by such type of men.
Placement in high end unisex salon is
important for the product to be visible and E-
commerce
Travel retail: Front Display and boutiques in
airport as our TG is SEC A and above
Before release of the product for shelves,
digital &TVC is to be done to make the idea
popular.
#FireUp
Channels

4. Pseudoalteromonas Ferment Extract is a strain of bacteria
isolated from mud found on King George Island in
Antarctica. A peptide that is classified as a protein
derivative, it contains the three amino acid residues:
glycine, histidine and lysine. It is used in a number of anti-
aging products because of its ability to regenerate and
protect the skin by retaining moisture and water, heal
wounds, increase collagen and elastin production, and
improve hydration.
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