Published on


Published in: Lifestyle, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. Gloss team presents<br />Specially for L’Oreal Brandstorm 2011<br />
  2. 2. Market<br />
  3. 3. Today men use:<br /><ul><li>Shampoo (H&S, Dualsenses (Goldwell), Nivea for men, Clear&Clean)
  4. 4. Deodorant (Axe, Old Spice, Vichy Homme)
  5. 5. Cologne / Aftershave </li></ul> (Gillette, Nivea for men)<br /><ul><li>Whitening toothpaste </li></ul> (Colgate, Blend-a-med, <br />Lacalut)<br /><ul><li>Hairspray/gel/mousse</li></ul> (TAFT, Axe, Wella SP For Men)<br />
  6. 6. Current market situation<br /><ul><li>Men’s grooming market is behind the women’s
  7. 7. Market giants increasingly provide men with new specific products
  8. 8. Companies are coming forth with luxurious products for men
  9. 9. Producers are fighting for male consumers</li></li></ul><li>Currenttrends<br />More and more menare willing to do everything they can to make themselves look good.<br />Everybody tries to be bright and irresistible.<br />Good-looking and well-groomed man is more confident, provides success.<br />
  10. 10. Distribution channels<br /><ul><li>Supermarkets
  11. 11. Beauty counters
  12. 12. Online stores
  13. 13. Grooming salons
  14. 14. Specialized shops</li></ul> of professional <br /> beauty products<br /><ul><li>Catalogues
  15. 15. Duty-free</li></li></ul><li>Competitors<br /><ul><li>Procter & Gamble;
  16. 16. Schwarzkopf;
  17. 17. Goldwell ;
  18. 18. Unilever;
  19. 19. Colgate-Palmolive men;
  20. 20. Brand “Nivea for men”;
  21. 21. Brand “Clinique for men”; </li></li></ul><li>Positioning and targets of the main competitor<br />P&G is fighting for the hearts of men (Gillette).<br />Sponsoring sport events (football, races, restling). <br />Buying companies of Zirth, Art of shaving – to catch rich customers. <br />Trying to buy Beiersdorf (+Nivea).<br />
  22. 22. Consumer<br />Men prefer going to hair salons serving only men (in order not to feel confused).<br />Seniors usually do not go to hair salons (stereotypes, lack of money and time). <br />In general hair salons are visited by teens, young adults, adults. <br />
  23. 23. Expectations<br />Quick<br />Men’s surrounding<br />Quality<br />Without any additional procedures<br /> Immediate effect<br />
  24. 24. THE BRAND<br />
  25. 25. SWOT analysis<br />Strength<br />World’s recognition of the brand L’Oreal<br />Innovations<br />Exceeding male expectations<br />Quality and ecological issue<br />Completely safe products<br />Weakness<br />Poor advertisement of Homme range.<br />Products are usually sold in women’s salons (feminine environment).<br />Directed on adults and seniors.<br />
  26. 26. SWOT analysis<br />Opportunities<br />Mens market of beauty products is not saturated<br />Youthful tendencies<br />Threats<br />Possible surplus (because of too intensive development of male ranges) <br />Recession<br />
  27. 27. STRATEGY<br />
  28. 28. L’Oreal Professionel Homme<br />This product has been created to satisfy the needs of adults and seniors(e.g. Cover 5’)<br />The packaging design is conservative.<br />
  29. 29. This range is not interesting for young people.<br />Teenagers often buy an image, a lifestyle and adegree of coolness rather than a function.<br />In long term perspective young people can be perfect consumers of the beloved brand<br />It is much more easily to attract young people than adults, because they are experimental and strongly influenced by fashion tendencies<br />
  30. 30. New range<br />Our new range is oriented on young people (16-25 years)<br />The packaging design is bright and attractive.<br />The range contains special products that give opportunities for self-expression<br />It follows fashion trends <br />
  31. 31.
  32. 32. New salon experiment<br />Our innovation is creating complicated images on hair. <br />Colour your hair in any way, have it luminous, embody all your<br /> fantasies.<br />
  33. 33.
  34. 34. We present new range specially for men:<br />UNIC<br />U – unique<br />N – nightflame<br />I – individual<br />C – creative<br />
  35. 35. Do not be afraid of experiments with “Unic”! <br />Be bright and unpredictable!<br />Stand out from the crowd!<br />
  36. 36. UNIC<br /><ul><li>Mousse
  37. 37. Correction spray
  38. 38. Refreshing spray
  39. 39. Luminous gel
  40. 40. Waterproof colorizer
  41. 41. Lightencream</li></li></ul><li>Mousse<br /><ul><li>The basis for applying waterproof colorizers.
  42. 42. Styling and modeling.
  43. 43. Protection from external factors </li></ul>(high temperatures, chemical substances)<br />
  44. 44. Mousse A<br /><ul><li>With effect of “HARD hair”
  45. 45. Used for creating sophisticated compositions</li></ul>Mousse B<br /><ul><li>With ”airy hair” effect
  46. 46. Used for colorizing the separate strands</li></li></ul><li>Correction spray<br />Used for correction the shape of separate strands in final styling <br />In case of using colorizer spray does not damage its colour)<br />Can be easily used at home by client<br />Immediate effect<br />
  47. 47. Refreshing spray<br />Volume up effect<br />Immediately cleans oily hair<br />Used in case of lack of time for washing your hair<br />Menthol gives the feeling of coolness (immediate sensory effect)<br />Prevents hair from getting dirty<br />
  48. 48. Luminous gel<br />Contains luminous granules<br />Makes hair shining in the dark<br />Simple in use<br />Gives opportunity to be unique and irresistible<br />Oriented on clubbers and those who want to be singled out during the crowded events<br />
  49. 49. Waterproof colorizer<br />Temporary colouring of hair (until washing the head)<br />Safe (do not damage the structure of the hair)<br />Waterproof (washed out with shampoo)<br />Bright colours help to create individual and unique image<br />For those who love experiments and something new (but can be undone anytime)<br />
  50. 50. Waterproof colorizer<br />Container with brush<br />Pulveriser<br />
  51. 51. Tint-cream<br />Changes the colour of the strand<br /> (one or two tones)<br />Two types: lighten and darken<br />Result in one minute<br />Safe<br />
  52. 52. Advertising and promotion plan<br />Hairstylists in a consumer role<br />Using L’Oreal Professionel’s distribution channel (to provide regular consumers with free testers).<br />Organise Annual L’Oreal Awards (nominations for best hairstylists, salons) where UNIC will be presented.<br />Informal parties for hairstylists where they can try new range UNIC by themselves. <br />
  53. 53. Advertising and promotion plan<br />Salon clients as consumers<br />Virus marketing (via videos in social networks).<br />2. Present the new range in the best clubs (awarding the best clubbers with free testing of UNIC on the spot).<br />3. To make the face of UNIC range (successful young adult)<br />
  54. 54. Salons for UNIC<br />Men only (not to feel confused).<br />Comfortable atmosphere (billiards, flat TV, bright interior).<br />3D – modelling of hair styling (to avoid misunderstanding between a client and a hairdresser, to see the final result).<br />Quick and high quality service.<br />