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 finds that the men's grooming market is growing but brands mainly target adults and seniors. The strategy proposes a new line called UNIC for young people (16-25) with bright packaging and products allowing self-expression. These include color-changing hair products. The line will be promoted through hair stylists and clubs. New salons only for men will be comfortable spaces featuring quick service and 3D hair modeling.

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

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

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

37. Do not be afraid of experiments with “Unic”! Be bright and unpredictable!Stand out from the crowd!

38. UNICMousse

39. Correction spray

40. Refreshing spray

41. Luminous gel

42. Waterproof colorizer

43. LightencreamMousseThe basis for applying waterproof colorizers.

44. Styling and modeling.

45. Protection from external factors (high temperatures, chemical substances)

46. Mousse AWith effect of “HARD hair”

47. Used for creating sophisticated compositionsMousse BWith ”airy hair” effect

48. Used for colorizing the separate strandsCorrection sprayUsed for correction the shape of separate strands in final styling In case of using colorizer spray does not damage its colour)Can be easily used at home by clientImmediate effect

49. Refreshing sprayVolume up effectImmediately cleans oily hairUsed in case of lack of time for washing your hairMenthol gives the feeling of coolness (immediate sensory effect)Prevents hair from getting dirty

50. Luminous gelContains luminous granulesMakes hair shining in the darkSimple in useGives opportunity to be unique and irresistibleOriented on clubbers and those who want to be singled out during the crowded events

51. Waterproof colorizerTemporary colouring of hair (until washing the head)Safe (do not damage the structure of the hair)Waterproof (washed out with shampoo)Bright colours help to create individual and unique imageFor those who love experiments and something new (but can be undone anytime)

52. Waterproof colorizerContainer with brush Pulveriser

53. Tint-creamChanges the colour of the strand (one or two tones)Two types: lighten and darkenResult in one minuteSafe

54. Advertising and promotion planHairstylists in a consumer roleUsing L’Oreal Professionel’s distribution channel (to provide regular consumers with free testers).Organise Annual L’Oreal Awards (nominations for best hairstylists, salons) where UNIC will be presented.Informal parties for hairstylists where they can try new range UNIC by themselves.

55. Advertising and promotion planSalon clients as consumersVirus marketing (via videos in social networks).2. Present the new range in the best clubs (awarding the best clubbers with free testing of UNIC on the spot).3. To make the face of UNIC range (successful young adult)

56. Salons for UNICMen only (not to feel confused).Comfortable atmosphere (billiards, flat TV, bright interior).3D – modelling of hair styling (to avoid misunderstanding between a client and a hairdresser, to see the final result).Quick and high quality service.