This document summarizes a market analysis and strategy presentation for a new men's grooming product line called UNIC from L'Oreal Professionnel Homme. It outlines the current men's grooming market, trends, distribution channels and competitors. It then performs a SWOT analysis of the brand and analyzes the strategy and positioning of their main competitor P&G. The presentation introduces the new UNIC product line targeting young men ages 16-25 with unique, bright products allowing self-expression. Plans are outlined to advertise through hairstylists, clubs and special men-only salons to attract this target market.

1. Gloss team presentsSpecially for L’Oreal Brandstorm 2011

2. Market

3. Today men use:Shampoo (H&S, Dualsenses (Goldwell), Nivea for men, Clear&Clean)

4. Deodorant (Axe, Old Spice, Vichy Homme)

5. Cologne / Aftershave (Gillette, Nivea for men)Whitening toothpaste (Colgate, Blend-a-med, Lacalut)Hairspray/gel/mousse (TAFT, Axe, Wella SP For Men)

6. Current market situationMen’s grooming market is behind the women’s

7. Market giants increasingly provide men with new specific products

8. Companies are coming forth with luxurious products for men

9. Producers are fighting for male consumersCurrenttrendsMore and more menare willing to do everything they can to make themselves look good.Everybody tries to be bright and irresistible.Good-looking and well-groomed man is more confident, provides success.

10. Distribution channelsSupermarkets

11. Beauty counters

12. Online stores

13. Grooming salons

14. Specialized shops of professional beauty productsCatalogues

15. Duty-freeCompetitorsProcter & Gamble;

16. Schwarzkopf;

17. Goldwell ;

18. Unilever;

19. Colgate-Palmolive men;

20. Brand “Nivea for men”;

21. Brand “Clinique for men”; Positioning and targets of the main competitorP&G is fighting for the hearts of men (Gillette).Sponsoring sport events (football, races, restling). Buying companies of Zirth, Art of shaving – to catch rich customers. Trying to buy Beiersdorf (+Nivea).

22. ConsumerMen prefer going to hair salons serving only men (in order not to feel confused).Seniors usually do not go to hair salons (stereotypes, lack of money and time). In general hair salons are visited by teens, young adults, adults.

23. ExpectationsQuickMen’s surroundingQualityWithout any additional procedures Immediate effect

24. THE BRAND

25. SWOT analysisStrengthWorld’s recognition of the brand L’OrealInnovationsExceeding male expectationsQuality and ecological issueCompletely safe productsWeaknessPoor advertisement of Homme range.Products are usually sold in women’s salons (feminine environment).Directed on adults and seniors.

26. SWOT analysisOpportunitiesMens market of beauty products is not saturatedYouthful tendenciesThreatsPossible surplus (because of too intensive development of male ranges) Recession

27. STRATEGY

28. L’Oreal Professionel HommeThis product has been created to satisfy the needs of adults and seniors(e.g. Cover 5’)The packaging design is conservative.

29. This range is not interesting for young people.Teenagers often buy an image, a lifestyle and adegree of coolness rather than a function.In long term perspective young people can be perfect consumers of the beloved brandIt is much more easily to attract young people than adults, because they are experimental and strongly influenced by fashion tendencies

30. New rangeOur new range is oriented on young people (16-25 years)The packaging design is bright and attractive.The range contains special products that give opportunities for self-expressionIt follows fashion trends

32. New salon experimentOur innovation is creating complicated images on hair. Colour your hair in any way, have it luminous, embody all your fantasies.

34. We present new range specially for men:UNICU – uniqueN – nightflameI – individualC – creative