Uma breve análise da comunicação das principais marcas de desodorante masculino do mercado brasileiro, seguido de algumas recomendações para um novo player hipotético.

1. COMMUNICATION
ANALYSIS+INSIGHTS
deodorant brands
Karina Sanchez

2. The briefing asks for a communication The diagnosis is divided in two
analysis to clarify some points about parts: a comparison table between brands
the male deodorant category in Brazil: how and a graphic with its analysis.
players are communicating and In the recommendations, the strategy used is
positioning, main areas of communication, not only to propose the new brand
relevant attributes, category positioning, but also its targets, its key
dynamic... Furthermore, it asks concepts, its possible slogan and also its
for recommendations to a new brand that is possible creative idea.
planed to be launched on this market.
This work is divided into three stages:
research, diagnosis and recommendations. In
the research stage, each brand is identified
as a character or celebrity with a remarkable
feature shared with this brand, in short, a
“personification” of the available brands.

3. DRY PROTECTION
CONFIDENT MEN
AGILITY
ADIDAS
neymar

4. APLICATION ALL
OVER THE BODY
AXE
SEDUCTIVENESS
WHAT WOMEN
WANT
caio castro EROTICISM

5. tobey maguire
DOVE
HYDRATION PROTECTION
TESTIMONIALS FROM
ORDINARY MEN, WITH
INTENSE LIFE
COMFORT

6. GARNIER BI-O
NATURAL APPEAL
MINERALS SKIN BREATH
tarzan ULTRADRY PROTECTION

7. GILLETTE
PROTECTION UNTIL
THE NEXT BATH
REASONS TO
CELEBRATE
(WITH ARMS UP)
anderson
ALWAYS DRY
silva

8. *focus on the stains issue
NO WHITE STAINS NO BLACK STAINS
ON BLACK CLOTHES ON WHITE CLOTHES
TECNOLOGY
PROTECTION
NIVEA
silvester

9. SALES PROMOTION
O BOTICÁRIO
THE BEST GIFT
FRAGRANCES
BEAUTY OF LIFE
AFFECTIVE leonardo
ROMANTIC dicaprio

10. MORE EFFECTIVE THAN OTHERS
DRY PROTECTION FOR BUSY DAYS
SUPERHERO
REXONA
GROSS MEN superman
ARE SENSITIVE
MEN TOO

11. COMMUNICATION POSICIONING
BRAND APPROACH
KEY ATTRIBUTES FOCUS
Confidence
Universally recognized sports Agility CONFIDENCE AND Adidas is
ADIDAS brand Protection PROTECTION all in.
Attestant
Seductiveness
Deodorant brand, with the
AXE most distinct approach
Eroticism SEDUCTIVENESS The Axe effect.
Applications all over the body
Hydration
Brand expert on hygiene and Soft skin
DOVE skin care Intense routines protection
PROTECTION + HYDRATION Real beauty.
Ordinary men testimonials
Protection
Skin breath PROTECTION AND SKIN
GARNIER BI-O L'Oreal brand, beauty expert
Ultradry BREATH
Take care.
Mineral
Protection until the next bath
Shaving products expert Tranquility LASTING AND DRY The best for the
GILLETTE brand, typically male Reasons to celebrate PROTECTION man.
Always dry
Tecnology
Brand expert on hygiene and PROTECTION WITHOUT
NIVEA skin care
No white and yellow stains
STAINS
What men want.
Protection
Life beauty
Life is pretty, but it
O BOTICÁRIO Beauty expert brand Fragrances BEAUTY AND AFFECTION can be beautiful.
Affection demonstration
Dry protection for busy days THE MOST LASTING
REXONA Top of mind
More effective than others PROTECTION
Don’t leave you.

12. PROTECTION IS THE MAIN ATTRIBUTE HIGHLIGHTED IN COMMUNICATION. HOWEVER, MOST OF THE PLAYERS ADD
SOME FEATURE TO THIS PROTECTION AS A WAY TO STAND UP. STILL, THE POSITIONS SEEM VERY SIMILAR AND
SOMEWHAT REMARKABLE, DIFFICULT TO BE REMEMBERED AND DISTINGUISHED BY THE CONSUMER.
AXE AND O BOTICÁRIO HAVE DIFFERENT
APPROACHES OF MOST PLAYERS, WHICH ARE
GEARED TOWARDS THE EMOTIONAL SIDE. THIS
AXIS, HOWEVER, IS INTENSIVELY EXPLOITED ONLY
BY AXE WHICH OBTAINS GOOD RESULTS
RATIONAL
WITH THIS.
THIS IS THE AXIS TO
BE WORKED WITH THE
NEW PRODUCT, INTENSILY
AND WITH A COMPLETELY
NEW APPROACH
THE NEW PRODUCT
EMOTIONAL

13. THE NEW DEODORANT WILL BE DIRECTED TO THE
HIGHER CLASSES OF SOCIETY.
THE FOCUS WILL BE SENIOR EXECUTIVES WHO
USE DESIGNER PERFUMES EVERY DAY AND DON’T
WANT ANY INFERENCE IN THEIR FRAGRANCES.
THE WORD PROTECTION IS BANNED
FROM ANY COMMUNICATION AND PRODUCT
PROMOTION WILL BE BASED ON:
3S
success
support
security

14. the strategy will be:
BLUE OCEAN RED OCEAN
CREATE SPACES OR
UNTAPPED MARKETS BEAT THE
NUMEROUS
MAKE THE COMPETITION
COMPETITORS
IRRELEVANT
CREATE AND ADQUIRE
COMPETE IN
NEW DEMANDS
THE SPACE OF
EXISTING
MARKET
FOUR ACTIONS MODEL
*Eliminate considered essencial
attributes GET EXISTENT
*Reduce some standard attributs DEMAND
*Increase some standard attributes
*Create new attributes

15. + 3S
the brand new
LUSTER

16. what if LUSTER were a human?
SENIOR EXECUTIVE STABILIZED LIFE
PROFESSIONAL SOPHISTICATION
SUCCESS LUXURY
donald trump

17. back to four actions model:
Category Average LUSTER
10 10 10
8
7 7
6 6
=standard 5 =new attributes created
attributes
reduced 3
2 2
1 1
0 0 0 0 0 0
=considered essencial attributes
eliminated =standard attributes increased

18. POSICIONING
LUSTER
IS THE DEODORANT THAT
PROVIDES AN EXTRA
SECURITY FOR THOSE WHO
ARE ALREADY ON THE TOP.
IT’S THE SUPPOR THAT
T
SUCCESSFUL MEN NEED IN
THEIR ROUTINES. IT'S
DISCREET, BECAUSE IT HAS NO
FRAGRANCE, WHICH ALLOWS
EACH MAN TO MAINTAIN
THEIR SOPHISTICATION WITH
THEIR PREFERED
FRAGRANCES.

19. KEY POSSIBLE
CONCEPT SLOGAN
Support, safety and discretion LUSTER does he.
for who already is on the top. You are on the top. So
BEHIND EVERY GREAT
MAN, THERE IS A GREAT POSSIBLE
PERFUM. BEHIND EVERY
CREATIVE
IDEA
GREAT PERFUM, THERE
IS A FRAGRANCE-FREE
DEODORANT.

20. THANK YOU!
karina sanchez
karina.sanchez@hotmail.com.br
(11)7310-9320