Specially for L’Oreal Brandstorm 2011

Market

Today men use:• Shampoo (H&S, Dualsenses (Goldwell), Nivea

for men, Clear&Clean)

• Deodorant (Axe, Old Spice, Vichy Homme)

• Cologne / Aftershave (Gillette, Nivea for men)

• Whitening toothpaste (Colgate, Blend-a-med, Lacalut)

• Hairspray/gel/mousse(TAFT, Axe, Wella SP For Men)

Current market situation

Current trends

More and more men are 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.

Distribution channels

• Supermarkets• Beauty counters• Online stores• Grooming salons• Specialized shops

of professional beauty products

• Catalogues• Duty-free

Competitors

• Procter & Gamble;

• Schwarzkopf;

• Goldwell ;

• Unilever;

• Colgate-Palmolive men;

• Brand “Nivea for men”;

• Brand “Clinique for men”;

Positioning and targets of the main competitor

P&G is fighting for the hearts of men (Gillette).

1. Sponsoring sport events (football, races, restling).

2. Buying companies of Zirth, Art of shaving – to catch rich customers.

3. Trying to buy Beiersdorf (+Nivea).

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.

Expectations

• Quick

• Men’s surrounding

• Quality

• Without any additional procedures

• Immediate effect

THE BRAND

SWOT analysis

Strength• World’s recognition of the

brand L’Oreal

• Innovations

• Exceeding male expectations

• Quality and ecological issue

• Completely safe products

Weakness• Poor advertisement of

Homme range.

• Products are usually sold in women’s salons (feminine environment).

• Directed on adults and seniors.

SWOT analysis

Opportunities

• Mens market of beauty products is not saturated

• Youthful tendencies

Threats• Possible surplus

(because of too intensive development of male ranges)

• Recession

STRATEGY

L’Oreal Professionel Homme

• This product has been created to satisfy the needs of adults and seniors(e.g. Cover 5’)

• The packaging design is conservative.

• This range is not interesting for young people.

• Teenagers often buy an image, a lifestyle and a degree of coolness rather than a function.

• In long term perspective young people can be perfect consumers of the beloved brand

• It is much more easily to attract young people than adults, because they are experimental and strongly influenced by fashion tendencies

New range• Our 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-expression

• It follows fashion trends

New salon experimentOur innovation is creating complicated images on hair.

Colour your hair in any way, have it luminous, embody all your

fantasies.

We present new range specially for men:

• U – unique

• N – nightflame

• I – individual

• C – creative

Do not be afraid of experiments with “Unic”!

Be bright and unpredictable!

Stand out from the crowd!

UNIC

Mousse

Correction spray

Refreshing spray

Luminous gel

Waterproof colorizer

Lighten cream

Mousse

•The basis for applying waterproof colorizers.

•Styling and modeling.

•Protection from external factors

(high temperatures, chemical substances)

Mousse A

•With effect of “HARD hair”

•Used for creating sophisticated

compositions

Mousse B

•With ”airy hair” effect

•Used for colorizing the separate

strands

Correction spray

• Used 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 client

• Immediate effect

Refreshing spray

• Volume up effect

• Immediately cleans oily hair

• Used in case of lack of time for washing your hair

• Menthol gives the feeling of coolness (immediate sensory effect)

• Prevents hair from getting dirty

Luminous gel

• Contains luminous granules

• Makes hair shining in the dark

• Simple in use

• Gives opportunity to be unique and irresistible

• Oriented on clubbers and those who want to be singled out during the crowded events

Waterproof colorizer

• Temporary 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 image

• For those who love experiments and something new (but can be undone anytime)

Waterproof colorizerPulveriser Container with brush

Tint-cream

• Changes the colour of the strand

(one or two tones)

• Two types: lighten and darken

• Result in one minute

• Safe

Advertising and promotion plan

Hairstylists in a consumer role

1. Using L’Oreal Professionel’s distribution channel (to provide regular consumers with free testers).

2. Organise Annual L’Oreal Awards (nominations for best hairstylists, salons) where UNIC will be presented.

3. Informal parties for hairstylists where they can try new range UNIC by themselves.

Advertising and promotion planSalon clients as consumers

1. Virus 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)

Salons for UNIC

Men 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.