L'Oreal Brandstorm 2014' International Wildcard Winner earned the Best Digital Campaign in Paris using this power point as visual support.

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BRICK
· SERGIO AGUADO ·
· MARIO MONTANER·
· VICTOR ORTUÑO ·

3. ANALYSIS

4. STRENGTHS
OPPORTUNITIE
S
WEAKNESS
THREATS
SERVICE-FOCUSED:
PERSONALIZED ATTENTION
SATISFACTION GUARANTEED
UNSTOPPABLE GROWTH OF MEN’S
GROOMING SELECTIVE MARKET, AND
FACIAL CARE SEGMENT 1*
THE “STUBBLE” & BEARD TREND 1*
1* Source: Euromonitor men’s grooming market research 2014
2* Source: Mintel’s European men’s grooming market research 2012
LOW BRAND AWARENESS IN SOME
KEY MARKETS
INCOMPLETE DIGITAL STRATEGY
HIGHLY COMPETITIVE MARKET 2*
GLOBAL ECONOMIC RECESSION

6. SHAVING
SERVICE NATURAL
SKINCARE
EFFICACY
MODERN
SHAVING
SERVICE NATURAL
SKINCARE
EFFICACY
MODERN
SHAVING
SERVICE NATURAL
SKINCARE
EFFICACY
MODERN
SHAVING
SERVICE NATURAL
SKINCARE
EFFICACY
MODERN

7. SHAVING IS ON DECAY
*Source: MEN’S GROOMING MARKET RESEARCH 2014

8. TRENDS

9. THE FASHION OF WEARING A BEARD BEGAN AS A WAY TO REBEL
AGAINST SOCIETY

10. CELEBRITIES FROM FASHION, SPORT, MUSIC
AND CINEMA HAVE JOINED THIS NEW TREND

11. BEARD TRANSPLANTS IN
LAST YEAR (2013)
*Source: Huffpost Lifestyle, 24 May 2014
DOCTOR BESSAM FARJO
PERFORMED
+4.500

13. “BEARDS HAVE COME TO STAY”
Lee Kynaston, UK Telegraph

14. RETROSEXUALUBERSEXUAL
GEORGE CLOONEY JARED LETO
STYLISH, MASCULINE
& SELF-CONFIDENT
SCRUFFY, STRONG
& INDIVIDUAL

15. TARGET

16. TARGET DEFINITION
LIVES IN CITIES
22-50 YEARS OLD
GROOMING PRODUCTS
HEALTHY LIFESTYLE
DO NOT SHAVE

17. MOTIVATIONS
· CASUAL & URBAN FASHION·
· FAITHFUL TO THEIR BRANDS·
· INCREASE SEX APPEAL ·
COMMUNITY
· ACTIVE SOCIAL LIFE ·
· CULTURE & MUSIC ·
· HYPERCONNECTED ·
BELIEFS
· ENVIROMENT CONCERNED
RECYCLES·
· APPEARANCE MATTERS ·

18. PRODUCT LINE

19. BEARDS NEED DIFFERENT CARE

21. PRODUCT LINE ARCHITECTURE
STAR PRODUCT
DENSIFIER &
MOISTURIZER
SHAMPOO
FOR FACIAL HAIR
BEARD &
MOUSTACHE REHAB
BEARD TAMER
FOR GRIZZLY
BEARDS

22. DENSIFIER &
MOISTURIZER
WHITE MOUNTAIN
GUM-EUCALYPTUS
INCREASE
THICKNESS &
ENHANCE DENSITY
KUKICHA
GREEN TEA HYDRATES
THE SKIN
SAFFLOWER OIL
PREVENTS SENSE
OF IRRITATION
INGREDIENT
S
BENEFITS
STAR PRODUCT38.50€

23. SHAMPOO
FOR FACIAL HAIR
MANGO
BRIGHTNESS
KERATIN
FRESH SMELL
& TASTE
FORTIFIES
FACIAL HAIR
INGREDIENT
S
BENEFITS
21,50€

24. BEARD &
MOUSTACHE REHAB
BUDDHA’S
HAND CITRON
VITAMIN E
ANTIOXIDANT
INGREDIENT
S
BENEFITS
CLEANER
16.50€

25. BEARD TAMER
FOR GRIZZLY BEARDS
PINKERTON
AVOCADO
BEARD COMB
SOFTNESS
ELASTICITY
INGREDIENT
S
BENEFITS
24.50€

26. FACIAL
FUEL
CROSS-TERRAIN
BEARD
ESSENTIALS
BRAND DNA

27. COMMUNICATION

28. “THE MAIN PURPOSE OF MARKETING IS TO GET
A LASTING LOVE RELATIONSHIP WITH OUR
CLIENTS, TO EXCEED THEIR EXPECTATIONS
AND MAKE THEM FEEL UNIQUE”.
, Kevin Roberts.

29. · JAMES FRANCO’S DIARY ·
· SOCIAL NETWORK PROMOTION ·
· BLOGS COLLABORATION ·
· GOOGLE BUSINESS VIEW ·
· WEB ·
· PRODUCTION OF A GRAPHIC
NOVEL ·
· CO-BRANDING ACTION ·
· MERCHANDISING ·
· RETAIL EXECELLENCE ·
· GENEROSITY IS THE KEY ·
· LITERACY SOCIAL PROGRAM ·
COMMUNICATION STRATEGY

31. K.C.R
(KIEHL’S COSTUMER REPRESENTATIVE)
POINT OF SALE

32. GENEROSITY IS THE KEY POINT OF SALE

33. CLAIMINSIGHT
CELEBRATE
YOUR
BEARDINESS
PEOPLE WHO WEAR A
BEARD ARE PROUD OF IT,
AND DRAW ADMIRATION
FROM OTHERS
#HASHTAG
#BEARDPRIDE

34. PRODUCT PLACEMENT
ON SOCIAL MEDIA
JAMES FRANCO
#BEARDPRIDE
DIGITAL

35. · HE CAN PROVE THE PRODUCT’S EFFECTIVENESS ·
· HE HAS A LOT OF FOLLOWERS ON SOCIAL NETWORKS ·
· HE CONNECTS WITH OUR TARGET ·
HE IS PERFECT BECAUSE
DIGITAL

36. COMMUNICATION
OBJECTIVES
· GENERATE CONVERSATION
ABOUT FACIAL HAIR ·
· EXPAND KIEHL’S BRAND
UNIVERSE ·
· BUILD PUBLICITY·
PRODUCTION OF A
GRAPHIC NOVEL
DISTRIBUITION
· BOOKSTORES · · DIGITAL·
LIMITED EDITION
ONLY 2.000 UNITS
BRANDED
CONTENT

37. LITERACY SOCIAL
PROGRAM
BRAND AMBASSADOR OF SOCIAL PROGRAM
JAMES FRANCO
PUBLIC
RELATIONS

38. LAUNCH CAMPAIGN · CONNECTING ACTIONS
FEEDBACK

39. ACTIVITY AND PROMOTION
IN SOCIAL NETWORKS
COLLABORATION WITH INFLUENT
LIFESTYLE AND FASHION BLOGS
PROMOTION STRATEGY
DIGITAL
DIGITAL

40. CO-BRANDING WITH FASHION BRANDS
VISIT OUR STORES WITH
GOOGLE BUSINESS VIEW
PROMOTION STRATEGY
BRANDED
CONTENT
DIGITAL

41. GLOBAL EXPANSION

42. t
BRICK
· SERGIO AGUADO ·
· MARIO MONTANER·
· VICTOR ORTUÑO ·