L'ORÉAL ADLAB: - OBJECTIVE: Expand tissue masks customer base. - TASK: Create a marketing plan detailed of Media split and planned partnerships.

1. The Hydra Bomb Mask case
An AdLab by:
Giancarlo di Marco
Adriana Fusaro
Ludovica Gallo
Valentina Persichetti
Chiara Maria Petrich

2. 0 20 40 60 80 100
Sì.
No.
Conosci questi prodotti?
0 5 10 15 20 25 30 35
Sì, una volta.
Sì, più di una volta.
Sì, sono solito/a comprare maschere
Garnier.
No, mai.
Li hai mai provati?
What about product awareness?*
*Sample: 205 people, 45% men, 55% women, age range 16 - 77.
We showed this picture of Garnier Hydra Bomb
masks to our respondents.
0 5 10 15 20 25 30 35 40
Pubblicità (TV, riviste)
Li ho visti in negozio
Amici/Conoscenti
Social networks (Facebook, Instagram)
Influencers (ad esempio Clio Makeup)
Come ne sei venuto a conoscenza?
We conducted a survey on Qualtrics to get some insights about Garnier product
perception and awareness.

3. 2%
19%
79%
In tessuto
In crema
Non le utilizzo
Sì.
47%No.
53%
35%
39%
26%
Non ne derivo nessun
beneficio.
Some insights from men respondents..
*Sample: 205 people, 45% men, 55% women, age range 16 - 77.
What do men think?
Solitamente uso maschere…
Consideri questo prodotto unisex?
Se no, perché?
0 20 40 60 80 100 120
Lo comprerei in negozio.
Lo comprerei online.
Lo farei comprare a qualcuno per me.
Indifferente.
Se dovessi acquistare questo prodotto...
0 10 20 30 40 50 60 70
lo userei per rilassarmi e staccare dalla mia
routine.
lo userei mentre faccio altro (studio, pulizie,
cucinare, ecc.).
lo userei con la mia dolce metà.
Se dovessi utilizzare questo prodotto, sapendo che agisce
in 15 minuti, quando e come lo useresti?
Channels of Acquisition and Usage Insights
units
units

4. What does the data tell us?
Hydra Bomb masks have low brand awareness; among those who are aware of them,
55% has never tried Hydra Bomb.
Among men, 19% declared to use cream masks, while a minor 2% declared to use tissue
masks.
Interestingly enough, 47% of men respondents perceive Hydra bomb masks as being
suitable for both men and women.
The remaining 53% does not perceive the product as being suited for both genders, the
reason why being the lack in perceived benefits and a general perception of the product
as being more female suited.
Implications
Some men do have a positive attitude towards the product; we think that if they feel
more represented in Garnier commercials, their attitude would translate into actual
buying behavior.
On the other hand, men that refrain from purchasing the mask do that because they do
not perceive the benefits.
Working on the perception of the product to make it more gender neutral is key to
acquire more customers.

5. SWOT ANALYSIS
S W
STRENGTHS
❖ Garnier has a strong brand
awareness
❖ Widespread distribution
❖ Low price
OPPORTUNITIES
❖ People interested in natural
cosmetics
❖ Possibility to focus on a new
target
❖ Growing Face mask market
WEAKNESSES
❖ Lack of outstanding marketing
campaigns
❖ Poor in-store marketing
THREATS
❖ People’s lifestyles: less time to
spend on personal care
❖ Existence of substitute products
(hydrating and purifying creams,
cream masks etc..)
❖ Consumers mindset: masks
perceived as additional products
and not at the basis of skincare
routine
❖ Many people do not know Hydra
bomb masks
What should Garnier do?
❖ Developing new targets
❖ Improve marketing communications in order to grow Hydra bomb awareness
❖ Create new occasions of use and experiences
❖ Enhance in-store marketing

6. DEVELOPING NEW TARGETS:
RAISING MEN’S SKIN MARKET
According to AMR (Allied Market Research), the men personal
care market is expected to reach $166 billions by 2022 with a
CAGR of 5,4% during the forecasted period 2016 to 2022. In
particular, the skin market segment is anticipated to lead the
market with a CAGR of 4,5% in the analyzed period.
But which are the main reasons driving male consumers into the
choice of care products? Data have shown that men usually use
them in order to both look and feel good.
Considering the high potential of this portion of the market, it
would be crucial for Garnier Hydra Bomb to acquire this
segment.
The following three steps are fundamental to achieve the above
objective:
1. Building A UNISEX PERCEPTION of the product in male
consumers’ mind
2. Educate male consumers by communicating them the
BENEFITS deriving from the usage of the Hydra Bomb mask
3. Push for TRIAL, USAGE AND PURCHASE
Furthermore, by choosing the right brand ambassadors, both
commercials and web influencers, Garnier can ensure its Hydra
Bomb mask to become an accessible product that can lead male
consumers to take more care of themselves.

7. How to acquire these new targets?
Influencers: To go viral, Garnier should engage with famous couples to start the #couplemask trend.
In particular, we identified Beatrice Valli-Marco Fantini and Ginevra Pisani-Claudio d’Angelo. This
strategy is aimed at introducing a new couple routine creating a unique moment of sharing and relax
with the partner. This will ultimately lead to men being more comfortable with taking care of their
skin.
Targeted events: Sporting events like the PGA tour (golf) or the Grand Slam (tennis), could be really
effective in attracting this new segment. In particular, during the days in which the events take place,
it would have a strong effect realizing TV spots, and not only that, in which sportsmen promote the
usage of tissue masks as a proper way of taking care of yourself.
Chilling with bae #garnier
#couple mask #HydraBomb
According to the VALS segmentation, in order to start building the market, Garnier should target the
following two segments:
Self-expression really motivates
these customers which are also avid
consumers: indeed, they spend
heavily on clothing, music and other
youthful favorites, but, in particular,
they love testing new products and
services.
They are trendy and fun-loving
people who are resource-
constrained. They give a lot of
importance to stylish products as
they strive to emulate the purchases
of people they admire.
EXPERIENCERS STRIVERS

8. A PRODUCT FOR HER AND ALSO FOR HIM: BENEFITS COMMUNICATION
The Hydra Bomb Super Soothing Hydration as a solution for SKIN IRRITATIONS
On average, men submit their skin to 16,000 shaves during their lifetime; as a consequence, their skin
becomes more sensitive and irritates faster. Indeed, razors remove the upper layer of skin cells,
exposing the skin to external aggressions. Garnier Hydra Bomb Super Soothing Hydration could be a
real solution for dry and sensitive men skin.
When choosing a product, men search not only for hedonic benefits, but most of all for utilitarian ones. Garnier should efficiently communicate
benefits offered to male consumers through the consumption of its Hydra Bomb tissue masks. Indeed, several are the skin’s problems men have to
deal with during their lives such as sensitivity, acne and aging. In particular:
The Hydra Bomb Super Matting Moisturizer mask as a solution for GREASINESS
A higher number of sebaceous glands and larger pores characterize men skin. In particular, the
production of sebum is double if compared to that of women and the skin is more prone to impurities
and acne. Garnier should take advantage of this and stress the properties of its Hydra Bomb Super
Matting Moisturizer mask as an optimal solution for oily men skins.
A slight change in the packaging
Hydra Bomb packaging should be rethought to address both
audiences: males and females. Deleting the woman icon in the
bottom right part is a small change that can make a big difference
in male consumers perception. In addition, adapting the product to
fit with male features through rippable masks could make men feel
that the product is addressed to them, too. Example of a rippable Hydra Bomb mask

9. REFRESHED INSIDE OUT WITH
San Benedetto vision: ‘’We've never
stopped believing in the value of working
to create wellbeing’’.
Why San Benedetto?
1. Values alignment: wellness and
naturality.
2. San Benedetto Bio Teas are a new
offering of the brand that thanks to its
product characteristics will attract
health conscious and natural oriented
customers.
3. Perfect combination to satisfy the
thirstiness of customers and of their
skin after a day of sunbathing
Where? We identified six major Italian
beaches (Fregene, Milano Marittima,
Rimini, Riccione, Gallipoli, Palinuro) where
we think Garnier should be present with its
products.
CREATE NEW OCCASIONS OF USE AND EXPERIENCES: CO-MARKETING EVENTS
To address the problem of low product awareness resulting from our survey, we thought about reaching the customers in strategic moments through co-
marketing events. These initiatives, aim at merging the two customer bases to reach a wider audience, with the advantage of splitting the costs linked to
the events among partners. In these spot events the products will be offered to the costumer for free in order to increase trial and usage. The
partnerships proposed feature drinks that complement the self care and well-being journey of Garnier Hydra Bomb masks.
Twinings vision: ‘’[…] Quality tea has always
been at the hearth of what we do. […] We
know the details that matter most.’’
Why Twinings?
1. The segment of Fruit and Herbal infusions
has experienced an increase of 16.9%
meaning that the costumer base for such
products is expanding. This represents a
profitable opportunity for Garnier
2. Both products are associated with moments
of relax
3. The two products are thought to be used in
synergy to amplify the benefits of the
experience.
Where?
Gyms: customers will conclude their wellness
routine with a Garnier mask and an infusion at
home.
Universities: after a long day of study, students
will feel the need of moments of relax
HYDRATED INSIDE OUT WITH
Contest #hydrashot

10. ENHANCE IN-STORE MARKETING
Occasionally :
WHAT TO DO?
Display products in the dedicated shelf both near women skincare
products and men’s after-shave products
Use POP (Point of Purchase) materials with dedicated and isolated
displays that are put in evidence. These could be put both at the entrance
of the supermarket or close to the dedicated shelf.
Below the line promotions aimed at reducing the prices and stimulate
purchases.
Example: Work with 3x2 promotions with the following slogan:
“Ricordati di comprarla anche per lui!”
Above the line promotions to make people know Hydra Bomb masks and
drive loyalty.
Example: for every 10€ spent in Garnier products you will receive an Hydra
Bomb mask for free
How we imagined the display

11. beauty corner is an itinerant beauty Salon that can be
placed in popular shopping centers. In these corners, a
promoter/beautician will present Hydra Bomb masks and offer
advices to anyone who is interested.
For example she could be available for a quick skin test and suggest
which type of products would be suitable for each type of skin.
Furthermore, it will be possible to try the Hydra bomb masks.
Why to do so?
Give the idea of a professional treatment that can easily be
repeated at home
IMPROVE MARKETING COMMUNICATIONS IN ORDER TO GROW HYDRA BOMB AWARENESS:
THE BEAUTY CORNER
Increase product awareness
Encourage purchases by trials

12. COMMUNICATION MIX
Garnier can leverage both on informative advertising to create
awareness of Hydra Bomb masks and on persuasive advertising to
create liking and preference.
Billboards can be very effective if they are colorful, creative and unusual.
For this reason, we think that billboards should be put in places where
people can feel the need to use these products for example when they
feel tired or dirty after a long day at work or at university (e.g. subways,
buses, gyms..)
Print ads can also be effective to communicate when people are
relaxed. Thus, we suggest to put ads into magazines for women maybe
adding a QR code. When the reader will scan the QR code she will have
access to Garnier Spotify playlist and gain more information about
masks, ingredients and usage instructions. It could be also a great idea
to insert coupons (e.g. buy 1 get 2) or samples.
This may be also implemented into magazines and newspapers that are
more targeted for men or magazines that are distributed on the trains
(e.g. magazine by )
Quant’è bella
giovinezza che si
fugge tuttavia..
CHI VUOL
ESSER BELLO
SIA
MAI STATE
COSI
ATTRAENTI…

13. Spotify
“One mask equals 24 hours of hydration in 15 minutes”
(from Hydra Bomb commercial).
Garnier Hydra Sounds is the Spotify account thought by Garnier where it is possible to find 3 playlists that
will enrich the customer’s wellness experience, feeding the mind and the skin with refreshing rhythms.
Zen: take a 15 minutes break listening to the sounds of nature.
Energy: Wear the mask and recharge yourself at boosting beats.
Focus: keep on being productive with the right background music.
Consumers will have the possibility to choose among 3 different playlists whose length is 15 minutes.
Before music plays, a very short video will illustrate the steps to follow to use the mask appropriately.
The objective is to give consumers the possibility to repeat the same relaxing experience offered by beauty
centres, therefore living a real wellness moment and forgetting about time until the music stops.
Scannerizzail QR code!
A quick access
Spotify logo and a QR Code will be applied on the front of packs in order to make
consumers aware of this added service. Simply scanning the code with their
smartphone, consumers will access to Garnier Spotify profile and choose the
playlist they prefer, being ready to enjoy the experience in just two steps.
ZEN
Garnier Hydra Sounds
Zen
Energy
Focus

14. MARKET SHARE SIMULATION
With the mask market care getting bigger, we assume that in the tissue mask market each competitor will see its consumer base proportionally augmented,
without an alteration of their relative 2017 market shares. Moreover we consider tissue mask penetration of 4,8% as referred to the whole female population
between 15-65 years old, because tissue masks are a product that can be potentially suitable for everyone (exceptions like allergies are statistically insignificant).
Then we simulate Garnier’s market share by accounting the 300k new consumers brought by our marketing campaign.
OUR DATA: - Masks penetration  22,7% (15-65 yrs) – Tissue mask penetration  4,8% (15-65 yrs)
- Female population in 2017 (15-65 yrs): 38 878 311 (Istat)
- Competitors market share  16%; 9%; 7%  Garnier’s estimated market share: 67,5%
Being penetration formula - Market Penetration =
𝑪𝒐𝒏𝒔𝒖𝒎𝒆𝒓𝒔 𝑾𝒉𝒐 𝑯𝒂𝒗𝒆 𝑷𝒖𝒓𝒄𝒉𝒂𝒔𝒆𝒅 𝒂 𝑷𝒓𝒐𝒅𝒖𝒄𝒕 𝒊𝒏 𝒕𝒉𝒆 𝑪𝒂𝒕𝒆𝒈𝒐𝒓𝒚
𝑻𝒐𝒕𝒂𝒍 𝑷𝒐𝒑𝒖𝒍𝒂𝒕𝒊𝒐𝒏
- and considering current male number of costumers
statistically insignificant, we obtained current market for tissue masks (consumers who have purchased a product in the category)  1 866 159, by multiplying
market penetration (4,8%) by total population (female population between 15/65). In absence of essential data to simulate 2019 market share in terms of
either, units or revenue, we assumed the number of tissue masks purchased among each customer as homogeneous. Thanks to this assumption, we were able to
consider market share as the percentage of the market, in terms of consumers, accounted by Garnier and its competitors.
Knowing Garnier’s market share (67,5%), we calculated current
Garnier’s consumer base being 1 259 657, then we set our
objective to increase this base by 300k more consumers, in order
to reach 1,5M consumers for tissue masks.
Assuming our campaign will generate an increase of 300k
consumers for tissue masks we simulate the new market share
including this gain.
We derived Garnier’s consumer base from its current market share (67,5%), and therefore we simulated 2019 market share from Garnier’s future consumers
base of 1 559 657 (1 259 657 + 300 000). Finally, taking into account Garnier’s new consumer base with respect to its competitors, we simulated the new
market share for Garnier as 72%.

15. BUDGETING
Our budgeting is thought to reach 1,5M consumers for the tissue masks market. Garnier already has a consumer base of 1 259 657 customers, so
we set our objective to gain 300k more to our base. This has to be done with a budget of 500 000 € (media support excluded). In order to
properly address our budget, we firstly have to determine how many consumers will be acquired with media support (social media and TV).
Our forecasts tell us that our media support (Instagram influencers and TV spots on targeted events) will account for one half of our target.
Then our budget will be split into several marketing actions:
• Partnership with San Benedetto: thanks to the advantage of splitting the costs we aim to invest 100k € in this partnership.  +20 000
consumers. 2.500 Hydra Bomb masks will be distributed at each summer event (6 locations) for a total of 15.000 units of product.
• Partnership with TWININGS: : thanks to the advantage of splitting the costs we aim to invest 90k € in this partnership.  +18000 consumers. A
total of 10.000 masks should be allocated for these events considering the affluence of both gyms and universities.
• Enhance in-store marketing: This is our main marketing action that is expected to add up around 100 000 more consumers to Garnier’s
consumer base. We will invest 210k € from our budget in order to obtain “share of shelf” in several super markets for displaying our product as
described before.
• Garnier beauty corner: Garnier beauty corners will be placed close to popular shopping centers. By investing 50k € two beauty corners, in Rome
and Milan, will bring to our consumer base around 10 000 units. Assuming an avarage weekly cost of 2000€ per corner, the initive will cost
48.000€ .
• Free Trials for men: we will push for free trials in critical and coherent places for our male target, for example hi-target gyms. We will invest 50k €
in this project to be divided into 5 top gyms in Rome, Milan, Florence, Naples and Turin. We will spread around 10k free trials in each of them
with an expected conversion rate (from trials to acquired consumer) of 25%, resulting in 2 500 new male consumers.