The document discusses the increasing trend of men grooming their body hair and caring more about their physical appearance. It notes a 190% increase in male body dissatisfaction since 1970. The document then provides details on a proposed line of male-focused body grooming products from Kiehl's, including a hair removal cream, soothing skin salve, and daily skin treatment. It outlines the product formulations, target markets, pricing, and multi-channel launch communications strategy involving in-store activations, partnerships with athletes, and social media.

1. Chest Hair
Leg Hair

2. Team Canada McGill University Sean Finnell Jony Tabuteau Jaylen Gadhia

3. Changing the Male Body Image Ideal
Shift in
masculinity:
Men care
more about
their physical
appearance
Increasing
male body
dissatisfaction:
190% increase
from 1970
Appeal to
women:
2/3rds of women
want men to shave
their body hair
Hargreaves, D.A. & Tiggemann M. (2009). Muscular Ideal Media Images and Men’s Body Image.Psychology of Men & Masculinity, 10(2), 109-119.
Patino, A. (2005). Male Body Image and the Fear Appeal. Advances in Consumer Research, 32(1), 260-263.
Dworschak, Manfred. "'Back, Crack and Sack': Pubic Shaving Trend Baffles Experts.” Spiegel Online International. N.p., 29 Aug. 2009.Web. 16 Mar. 2014.

4. Men & Grooming
Increasing awareness of men’s grooming due to:
– A more sophisticated male consumer
– More experimentation by men
– Higher demand for specialized products
Euromonitor International.The Changing Role of Men: How This Is Affecting Purchasing Habits. Rep. N.p.: n.p., 2007. Print. Strategy Briefing
eMarketer, "The State of Men,” Rep. N.p. 2013, JWTIntelligence,
Ispos. USA Men’s Grooming Attitude & Usage Report, May 2012
1/3OF MEN HAVE
REMOVED
BODY HAIR
0%
10%
20%
30%
40%
50%
60%
Growing acceptability of hair removal
48%OF MILLENIALS
36%OF GENERATION X
24%OF BABY BOOMERS

5. Athletes & Grooming

6. Athletes & Grooming

7. Increasing number of men undergoing
hair removal treatment
“Male clientele
jumped from 5% of
business to 60% in
the past few years”
– Ted D. Bare Salon, L.A.
“Male waxing
customers have
increased by 30%
this past year”
– Shobha Salon, NYC
“Number of men
undergoing laser
hair removal rose
by 86% last year”
– London Hair Removal Clinic
“Men find it intimidating,
exposing themselves to a
stranger. […] They ring up
saying ‘My girlfriend wants
me to do this’”
Datalounde. "The New Male Grooming Obsession." DataLounge.N.p., Jan. 2014.Web. 16 Mar. 2014.
Innes, Emma. "The Rise and Rise of MALE Hair Removal" Mail Online.Associated Newspapers, 24 Jan. 2014.Web. 16 Mar. 2014.
Corbett, Holly. "Manscaping: A Guy's Guide to Getting Rid of Body Hair." Men's Fitness. N.p., n.d.Web. 16 Mar. 2014.

8. Search Trend for “Manscaping”
103%
INCREASE
OVER 5
YEARS
2008
2013

9. Male Attitudes Towards Grooming
“I want to keep my
grooming routine as
simple as possible”
“Once I find a
product I like I
rarely switch”
“I don’t mind giving
a new product a try
if my girlfriend
suggests it”
78%
AGREE
67%
AGREE 57%
AGREE
Ispos. USA Men’s Grooming Attitude & Usage Report.

10. Male Body Grooming Options
Ease Simplicity Pain Cost Efficacy
Shaving
Waxing
Permanent
Depilatory
Good BadLegend:

11. Geography Market Value (2012) Growth (5 years)
World $4.7 billion 28%
North America $1.6 billion 17%
Western Europe $1.3 billion 1%
Asia Pacific $0.6 billion 76%
Latin America $0.6 billion 159%
Depilatory Market (incl. female products)
4th
FASTEST
GROWING
SEGMENT
Euromonitor International. Depilatory Market Size – Global Market.
15% of Body Shaving Market

12. Of the best-selling depilatory
creams on Amazon.com, one third
are male-designed products.
Proven Male Demand

13. “Male
depilatories are
one of the most
untapped sectors
in the grooming
market.”
– Euromonitor International
BLUE OCEAN OPPORTUNITY
No premiummale depilatorycream offerings
exist in the
market.

15. 4-7x
/ week
1-2x
/ month
Ultimate Men’s Body Grooming
Hair Removal Cream
Soothing Skin Salve
Daily Skin Treatment

16. Hair Removal Cream
Calcium thiglycolate & hydroxide
and naturally-sourced, efficacious ingredients
Painless,
zero-hassle
solution to
man hair
grooming
Premium product
designed especially
for men’s coarser
hair and more
sensitive areas
Ginseng
Root
Brightening &
energizing
Green Tea
Oil
Antioxidants
& UV protection
Wild Thyme
&Vanilla
Anti-inflammatory
& fragrant

17. Any hair
removal
process is
stressful for
the skin
Calms & fortifies
skin and makes it
feel even more
energized than
when you started
Soothing Skin Salve
Aloe
Vera
Anti-inflammatory,
cleansing & purifying
Chestnut
Extract
Skin softening &
purifying
Vitamin E
Antioxidant; repairs
skin dryness & aging

18. Menthol
Skin cooling &
tightening
Caffeine
Tightens, firms, and
smoothes skin
Tighten muscle appearance
Daily Skin Treatment
Energize your skin
Prevent ingrown hairs
Slow hair regrowth
Top-of-mind,
daily-use
moisturizer to
treat your
skin in four
distinct ways
Papaya
Extract
Skin renewal,
exfoliating & softening
Creosote Bush
Extract
Hair growth retardant
& antioxidant

19.
FACIAL PRODUCTS BODY PRODUCTS
FACIAL CARE FACIAL GROOMING BODY CARE BODY GROOMING
CLEANSE / TONE
MOISTURIZE
SPECIALITY
Men’s Product Geography
New product
category
opportunity with
zero risk of
cannibalization

20. Strategic Fit for
Innovative and naturally
efficacious product offering
Addresses a real
customer need
Increases basket size for
purely incremental revenue
Attracts a new customer
base of athletic men

21. Pricing
€21
REMOVAL
CREAM
€14
SOOTHING
SALVE
€19
DAILY
TREATMENT
€19
250ml BODY
WASH
€21
125ml FACIAL
MOISTURIZER
€14
#1 AMAZON
MALE REMOVAL
CREAM & SALVE
€34
STARTER
KIT
(HALF-SIZES)

22. 3 Primary Target Markets
Current
male
customers
Polished professionals,
affluent adopters,
trendy triers
Current
female
customers
Women comprise over
50% of male product
purchases
Athletic
men
New need-based
demographic to
attract to Kiehl’s

23. Communications Objectives
Reinforce male grooming as a
masculine practice deeply
rooted in athleticism
Establish premium depilatory
creams as the clearly superior
method of body grooming
Keep in line with Kiehl’s brand
personality of apothecary,
authentic, adventure, NYC

25. In-Store StrategyLaunch: Prominent window display

26. Launch: Vintage in-store elements

27. Interactive, wall-mounted boxing simulation
Kiehl’s donates money to regional charities tied to score
All players get deluxe samples, top scores get gratis product
Launch: In-store activation

28. SamplingDeluxeSatchet
EMPHASIS: LAUNCH
• Set included with all in-store & digital purchases over €25
• Incentivizes male interaction with in-store activation
• Target women heavily to gift to male non-customers
EMPHASIS: POST-LAUNCH
• Set distributed together with all male product purchases
• Also functions as an in-store patch test
Gratis
EXCLUSIVELY: PRE-LAUNCH
• Distribute to stores’ most VIP customers pre-launch
• Generate buzz amongst loyal brand advocates

29. Public Relations
Target men’s publications and bloggers with
premium press kits

30. Capitalizes on proximity to the 2016 Olympic Games
Athletic Partnerships
Host press events in flagship stores with
the boxing game, featuring national athletes
supporting their charity of choice

31. Kiehl’s country websites
Homepage takeover with multiple slides

32. Kiehl’s country websites
Content-rich product pages w/ tips & videos

33. Kiehl’s country websites
Body Grooming mini-site
Featuring fun facts,
ingredient info, how-to-
use instructions, insider
tips, testimonials, and
rich video content.

34. Social Media
Objective: ignite a global conversation to remove the
stigma behind body grooming

35. Social Media
YouTube web-series
• Featuring relatable, amateur athletes at their local gyms
• Short, funny anecdotes on waxing/shaving mishaps & product tips
Facebook image posts
• Highlight fun facts regarding male
grooming & the product line
• Strongly in line with the Kiehl’s brand
personality

36. Heavy samplingOnline conversation
360° Launch