Team Gr8 from Uppsala University in the Nordic Final of Brandstorm 2014. Our idea to reach men with Kiehl's products through a concept we call "Prepare for Adventure".

1. Gr8

4. Method Market Competitors Target SWOT

5. Method Market Competitors Target SWOT
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
(Foresight based on last 3 years
growth, Euromonitor 2013)
38%
Buys skin care
products
(these numbers
are growing)
30%
of the total grooming
market is premium
(stable)
(Ipsos US, 2012) (Euromonitor, 2013)
Men's grooming
Men's beauty
consciousness
Still perceived as
feminine

6. Method Market Competitors Target SWOT
WORLD
Kiehl’s L’Occitaine
Promotion W-O-M, PR, CSR,
Samples
Advertising, W-O-M
Place Concept stores, Duty Free,
In-store P&C
Concept stores,
Duty Free, In-Store
P&C
Avg. Price 37.50 USD 54.50 USD
Product Full-range men’s
grooming, urban,
pharmacy, natural
Full-range men’s
grooming, french,
natural, premium
Natural
Unisex Targeted
Scientific

7. Method Market Competitors Target SWOT
SWEDEN
Natural
Unisex Targeted
Kiehl’s Bulldog
Promotion W-O-M, PR, CSR, Samples W-O-M + Awards,
outdoor advertising
campaign, social media,
TV sponsorship
Place Concept stores, Duty Free,
In-store P&C
Online shops, In-store
P&C, Duty Free Stores
Avg. Price 37.50 USD 11.50 USD
Product Full-range men’s grooming,
urban, pharmacy, natural
Targeting men, clear,
simple, natural
Scientific

8. Method Market Competitors Target SWOT
Affluent Urbanite
≈ 30 year
Price
insensitive
Brand-centric
Young
Professional
Media-literate
Achiever
Adventurous
“Mass-to-
Premium”
Cultural
aware

9. Method Market Competitors
Target SWOT
S W

10. AFFLUENT URBANITE
= CURIOUS BUT INSECURE
“If there is the slightest risk I am trying a women’s product
my heart basically stops... it turns me off!”

11. PREPARE FOR ADVENTURE
ADVENTURE HAPPENS SOMEDAY.
PREPARATIONS HAPPENS EVERYDAY.
We want to bring clarity to your male product range with
timeless symbols connecting to Kiehl’s adventurous history.

12. In-store:
(1) Bike in the window.
Skin type:
Oily – “grit and motors”

14. Skin type:
Dry – “up in the air”

15. BIKER EXPLORER AVIATOR

22. >
<
SOCIAL MEDIA:
ADVENTURE
VIDEOS
IN-STORE:
SHELVES AND
SURVIVAL KITS
SERVICE:
REFERENCE
AND SAMPLES
ONLINE:
WEB SHOP AND
WEB SITE

23. #1: Clarity in the male product range.
#2: Connect male product range with Heritage and Adventure Spirit!

24. QUESTIONS?