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BACKGROUND
•  “Consumers are being encouraged to exercise their bodies and brains, and beauty
brands will formulate products to help them in their quest for health and
fitness.” (Mintel, Active Beauty Trend 2017)
•  “Companies can gain a competitive edge by using ergonomic, rubberised packaging
that stays in any handbag or gym bag.” (Mintel, Active Beauty Trend 2017)
•  L’Oréal Men Expert isn’t in the Top 5 list of brand related to men hair and man shower
segments: there are a lot of possibilities to grow and gain market share.
TARGET CONSUMER
The young “homo men expert”: millenial, sportive, vain, look addicted.
PRODUCT CONCEPT
“I’m looking for an out of home and after sport attractive product that can be qualitative
and with hair&body praticity.”
MARKETING OBJECTIVE
•  Hit the millenials with an innovative, basic but extremely functional and a high quality
product.
•  Modernise the hair&body segment and become the first choice for our target.
WHERE IT ALL STARTED
…but mostly our innovative idea rose from a real need spread within our peers!
ULTIMATE AFTER SPORT SOLUTION 1+1
The new L’Oréal Men Expert after sport
hair&body will definitively rivolutionize the
segment concept!
-Pack with double boxes , shampoo + shower
gel in order to answer to the need of high
quality and praticity.
-High attractiveness for the targeted
consumers and streghten of the shelf
visibility.
-It justifies and enhances the credibility of
L’Oréal Men Expert premium price.
-Destined to young sportive people that
don’t renounce to the practicity of the 2in1
hair&body but retain the current products
not enough satisfying in terms of quality à
it’s a real need!
STRENGHT:
-totally new –impactful on shelf –easy
to implement –low innovation costs
WEAKNESSES:
-important investment in terms
of communication
OPPORTUNITIES:
-secure millenials loyalty
-enter in every POS (cross-channel)
THREATS:
-low WD in Large Scale Retail Trade
Replaceable cartridges
SHOPPER & CSR STRATEGY
MEN EXPERT ROLE MODELS
Establishment	 of	 	 the	 italian	 “Men	 Expert	
Role	 Models	 Team”	 to	 engage	 our	 target:	
young,	successful	but	s>ll	affordable	spor>ve	
men.		
A N D R E A	 B E L O T T I	 a n d	 G R E G O R I O	
PALTRINIERI	prac>ce	different	kind	of	sport,	
however	they	share	common	values,	such	as	
reliability	 and	 passion.	 Millenials	 need	
someone	to	iden-fy	themselves	with.	
	
360° CONSUMER & DIGITAL MARKETING STRATEGIES
BE EXPERT & SAVE
YOUR PLANET
Objec-veà	win	the	trust	of	Millenials	with	a	basic	and	 	“more	their	speed”	product	and	make	
them	brand	lovers	&	future	consumers	of	the	whole	range.	
Reason	to	believeà	L’Oréal	Men	Expert	is	close	to	the	young	sportpeople	and	help	them	to	reach	
their	goals	and	realize	their	dreams.	
How	to?	
Maybe
one day
Environmentally friendly
product:
-cartridges for plastic saving
-plastic and shower gel are
completely biodegradable
	
Temporary specific
m i n i - w e b s i t e f o r
s u p p o r t i n g t h e
launchà mobile first
Create a men strong community with engaging
contents (App for E-commerce optimization)
FIFA 18
“The Journey”à Men Expert
becomes Alex Hunter’s
personal sponsor and helps
him to grow both as a man
and a football star.
www.youtube.com/watch?v=P9LHzVEPodg
MEN EXPERT TROPHY
“WE CAN BE HEROES”
Easy mechanicà Buy the product,
website sign-in, send us your emotional
sport-life story by using our social
channels and win a MenExpert day with a
Role Models’ member. Real and engaging
experience.
This market is highly competitive: our strategy aims to convince
the GDO buyers to always include Men Expert in the assortment!
Different sports youth leagues: the
brand supports its target in their
passions .
GYMS TAKE OVER
Branded vending machines or exhibitor
in order to get the product available
into the most immediate usage location.

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L'Oréal Brandstorm 2017

  • 1. BACKGROUND •  “Consumers are being encouraged to exercise their bodies and brains, and beauty brands will formulate products to help them in their quest for health and fitness.” (Mintel, Active Beauty Trend 2017) •  “Companies can gain a competitive edge by using ergonomic, rubberised packaging that stays in any handbag or gym bag.” (Mintel, Active Beauty Trend 2017) •  L’Oréal Men Expert isn’t in the Top 5 list of brand related to men hair and man shower segments: there are a lot of possibilities to grow and gain market share. TARGET CONSUMER The young “homo men expert”: millenial, sportive, vain, look addicted. PRODUCT CONCEPT “I’m looking for an out of home and after sport attractive product that can be qualitative and with hair&body praticity.” MARKETING OBJECTIVE •  Hit the millenials with an innovative, basic but extremely functional and a high quality product. •  Modernise the hair&body segment and become the first choice for our target. WHERE IT ALL STARTED …but mostly our innovative idea rose from a real need spread within our peers!
  • 2. ULTIMATE AFTER SPORT SOLUTION 1+1 The new L’Oréal Men Expert after sport hair&body will definitively rivolutionize the segment concept! -Pack with double boxes , shampoo + shower gel in order to answer to the need of high quality and praticity. -High attractiveness for the targeted consumers and streghten of the shelf visibility. -It justifies and enhances the credibility of L’Oréal Men Expert premium price. -Destined to young sportive people that don’t renounce to the practicity of the 2in1 hair&body but retain the current products not enough satisfying in terms of quality à it’s a real need! STRENGHT: -totally new –impactful on shelf –easy to implement –low innovation costs WEAKNESSES: -important investment in terms of communication OPPORTUNITIES: -secure millenials loyalty -enter in every POS (cross-channel) THREATS: -low WD in Large Scale Retail Trade Replaceable cartridges
  • 3. SHOPPER & CSR STRATEGY MEN EXPERT ROLE MODELS Establishment of the italian “Men Expert Role Models Team” to engage our target: young, successful but s>ll affordable spor>ve men. A N D R E A B E L O T T I a n d G R E G O R I O PALTRINIERI prac>ce different kind of sport, however they share common values, such as reliability and passion. Millenials need someone to iden-fy themselves with. 360° CONSUMER & DIGITAL MARKETING STRATEGIES BE EXPERT & SAVE YOUR PLANET Objec-veà win the trust of Millenials with a basic and “more their speed” product and make them brand lovers & future consumers of the whole range. Reason to believeà L’Oréal Men Expert is close to the young sportpeople and help them to reach their goals and realize their dreams. How to? Maybe one day Environmentally friendly product: -cartridges for plastic saving -plastic and shower gel are completely biodegradable Temporary specific m i n i - w e b s i t e f o r s u p p o r t i n g t h e launchà mobile first Create a men strong community with engaging contents (App for E-commerce optimization) FIFA 18 “The Journey”à Men Expert becomes Alex Hunter’s personal sponsor and helps him to grow both as a man and a football star. www.youtube.com/watch?v=P9LHzVEPodg MEN EXPERT TROPHY “WE CAN BE HEROES” Easy mechanicà Buy the product, website sign-in, send us your emotional sport-life story by using our social channels and win a MenExpert day with a Role Models’ member. Real and engaging experience. This market is highly competitive: our strategy aims to convince the GDO buyers to always include Men Expert in the assortment! Different sports youth leagues: the brand supports its target in their passions . GYMS TAKE OVER Branded vending machines or exhibitor in order to get the product available into the most immediate usage location.