Serie NatureL’Oreal’s first ever eco sensitive hair

care products

Explore the joys of Nature…with L’Oreal Professionnel~Introduces Serie Nature, a hair care range with natural origin

ingredients~

• L’Oreal Professionnel, a leading name in the world of hair care products and services announced the launch of its eco-sensitive brand Serie Nature, bringing the goodness of Nature and science in its first ever ‘Professionnel’ hair care range with natural origin ingredients.

• Série Nature, backed by L’Oreal advanced research, selects natural origin ingredients like Avocado, fig, tomato lycopene in its formulas. Endowed with a real benefit for the hair, these original and sensorial formulas embellish and protect the hair, while respecting the hair fiber.

• it offers an array of natural products that deals with varied needs of different hair types without compromising on efficiency and performance

• It is a range in line with the trend for sustainable development. To this end, the packaging (PP, PET, PEHD) are recyclable, reflecting the brand’s sincerity and its desire to fall within a more eco-responsible approach.

The commitment of Série Nature:

• Replacing, step by step, whenever possible, chemical components by

• natural origin ingredients

• Without compromising on efficiency and cosmetic performance

• Marrying nature and science, this range offers six different categories of products introducing for the very first time a special shampoo for kids.

Serie Nature’s Product range:• Oiliss: Enriched with Avocado and

Grape seed this range its best suited for Dry, unmanageable hair

• Re-Naitre: Enriched with Rice proteins, it helps to repair very sensitized hair

• Richesse: Enriched with Tomato Iycopene, it helps to cleanse and nourish the hair

• Terre D’Argile: For oil or combination scalps, dandruff prone scalps

• Tendresse: Enriched with White peach especially for kids

• Cataplasme: In Salon service for sensitive and colored hair

• Serie Nature range is available at select L’Oreal Professionnel salons.

• Available in recyclable bottles to respect the environment, the range is priced at Rs 525 onwards

About L’Oreal Professionnel

• needs of the Indian consumer.  L’Oreal Professionnel is the partner brand of the world's leading hairdressers, providing new business and creative development opportunities through cutting edge products, advanced education and access to a world-wide network of the greatest hairdressers. 

•  With products & services that combine L’Oreal Laboratories' expertise and safety, with an in-depth understanding of hairdressing techniques and fashion trends, the brand provides inspiration to hairdressers across the world to create international hair fashion trends, in keeping with its motto "Dream. Excel. Succeed… Together".

•  In India since 1997, L'Oréal Professionnel has been partnering the Indian hairstylists' fraternity, to pioneer the development of the hairdressing industry, as a whole. Available in the salons of the world's greatest hairstylists, L'Oréal Professional's comprehensive international range created exclusively for in-salon usage and retail via salons - across Color, Texture, Care and Styling products – includes specific references that have been tailor-made to meet the ever-evolving

Target Audience

• Women in the age group of 21-50 belonging to SEC A, who are very conscious about beauty and grooming. They use a variety of high end cosmetic and toiletry products and are well aware of the various options available. They belong to the strata who have experimented with various chemical cosmetics and are more inclined towards natural products as a more effective option. They may also have a environment friendly bent of mind.

• Mothers of children between 6 and 14. Mothers who do not want their kids to be exposed to chemicals based shampoos at an early stage and who share the characteristics of the women described above.

• Women who run high end beauty salons which provide beauty services and also promote and sell specific brands and poducts.

L’OREAL’S SERIE NATURE IMC PLAN

Public Relations:

• Press releases: press releases always play an important role when you have a product which is catering to the niche audience. In this case also, we are catering to the niche customers comprising of saloon owners, professional hairstylists, models and women from the upper strata of the society. Hence all the events and other activities carried out under the brand name must get proper print, digital and television coverage in the relevant publications and TV channels. in the niche product like this one third party’s approval is very important.

• Feature stories: feature stories would cover the unique aspects of the product showing it in a positive light. It would talk about the eco sensitive nature of the product and how big companies like L’O real are taking initiatives towards green drive.

•Interviews (customers, brand managers): interviews of experts from the industry, recommending the product, and also the brand managers talking about how they came up with the concept, and what is the product all about. Basically telling the storey of the product.

•Product picture placement (fashion and lifestyle magazines and fashion column of the news papers): placement of product pictures with the price in magazines like, Elle, vogue, Femina, Marie Clair, cosmopolitan, etc.• 

•TV (on various fashion and lifestyle channels): the product can feature on various fashion and lifestyle shows coming on channels like NDTV good times etc.

•Saloon owners meet (hair care and styling workshop): the PR team should organize a meet for the owners of big saloons. All the participants would be given the privilege of attending hair styling work shops from famous people from the industry. The meet will be sponsored by serie nature and all the products used during the work shop will be from L’Oreal and especially serie nature.

•Direct mailers: send direct mailers (in the from of attractive e- brochures to the prospective clients), for this it is first important to make a database of all the saloon owners, models hairstylists, fashion and beauty and retail stores owners.•Make over programmes: sponsor the hair styling part of a makeover programme showing the use of the product.

•CSR: indulge in a CSR activity related to environment. Start a tree plantation drive.•Tie-up with an NGO supporting environment protection.•Sponsor and content partner of hair styling competition: sponsor a hairstyling competition on TV. •All the activities done by the brand will be supported by the PR department. All the events and activities will be taken to the media by the PR department. Hence PR will play a vital role in every step of the IMC plan.

Advertising:

• L’Oreal is an up market brand. It caters to the women of the upper strata of the society’s hence the ads have to be simple yet classy. All the ads must talk about the USP of the product, which is its eco sensitive nature. The ads should be in subtle color with preference of shades of green as the color code. Ads should be simple with no clutter what so ever.

•In fashion magazines: we would like to advertise in various fashion magazine which reaches to our target customers. The magazines include, Elle, vogue, cosmopolitan etc.

•Bill boards: we would like to do something different then the traditional bill boards. We would like to make a bill board in the shape of a leaf.. On which a model and the product will be painted. The entire theme will be subtle and inspired by nature. The bill boards will be strategically placed in the relatively up market areas.

•Internet: there will be ads at various fashion and lifestyle websites and also at the web pages of various fashion magazines. The ads will not be the usual pop up ads. It would be something like, on opening a web page a leaf would scroll down uncover a bottle of serie nature. Similarly a flower will open to revel the product inside.

•Mailer ad: mail the ads to the prospective customers. We can start an online teaser campaign, where we would initially send the ads which would not reveal the product or the brand. And eventually reveal the brand. The ads should be very well done in order to catch attention as such ads are generally discarded by the people. Hence they should give people a reason to go ahead and open them.

•AD placement: where you the place the ad is one of the most important aspects to consider. on earth day is celebrated by all most all the publications. they have number of articles related to various aspects of the environment. Advertising in the relevant media carrying messages to the environment is a good idea.

Direct Marketing:

• Mail: direct mailers and invitations for the events to the prospective customers.

• Going to saloons: training people to go to saloons and demonstrate the product to them, also giving away trial samples. 

• Going to fashion hair stylists: direct contact with various fashion hair stylists, showing them the product, making them understand the benefit of it and telling them why they should use it.

•Targeting models and actors: models and actors are very skin and hair conscious since they use so many chemicals on their body on day to day basis. They would definitely be open to the idea of using something made out of natural ingredients only and that too from a reputed brand like L’O real.

•Supply to fashion shows: supply the product to the fashion shows. This would increase the visibility among models, designers and hair stylists.

 New Media:

• WEBSITE (giving hair tips, style, care etc): picking up from the popularity of sunsilk gang of girls, we can also have a website or rather a portal offering various hair solutions. The website would be an interactive forum between experts and customers with hair problems, it would also offer various hair styling tips, and the website would also have features such as you can upload your pictures and try out different hairstyles to check which one suits you the best.

• Blogs ( for fashion conscious people): we will also start a blog for hair conscious where new trends with regards to hair will be discussed , also hair products will be discussed.

•SMS (for sales promotions): various offers will be informed to the customers through mobile marketing. We will also be using Bluetooth whenever the customer is in the vicinity of the store. Mobile voting: for the hair styling competition that we are sponsoring , we will have mobile voting. •In store promotion: for in store promotion we would take up some place of the store and convert it into a nature land..The product shelves will be in shape of flowers, leaves etc..And the shelve would be put in the ambiance with the décor of nature.•BAGS: we would have eco friendly bags, made out of paper. All the products would be strictly given in such bags.•Screens showing ads: Product and we can also have some screens put up in the malls, showcasing the product and various ads of the product. In store singes: we are going to put eye catching singes inside the stores promoting our brand.

• SEO in order to improve rankings of pages about the product. Currently, even a search as specific as eco-sensitive shampoos does not show Seri Nature results although various competing brands are displayed.

• SEM using Google Adwords

• Facebook Application which would enable users to try out various hairstyles using their own pictures.

• A character would be created who would be the mascot of the brand. This character would be something that our target audience aspires to be. She would be present on Twitter. She would tweet about her day to day hair problems and solutions and tips to tackle the same. New developments about the brand would also be conveyed through this medium.

• A facility would be available to add this character on Messenger, Gtalk etc. Users would be able to interact with L’oreal through this character. Natural language Processing would enable the generation of automated responses to users queries about hair care and L’oreal.

•

Passion Groups

• Women in the age group of 21-35. They are very beauty and grooming conscious. They are well connected on social media and use it to connect with likeminded people. They would be on the lookout for beauty and grooming advice and would be interested in sharing their views on the topic .

Events:

• Launch- launch of serie nature has already happened. The product was launched with a fashion show, where well known models like Lakshmi Rana, Joe Mathews and Sapna kumar walked the ramp. Since serie nature has also come up with products for children, three kids also walked the ramp. They accounted for the awww factor of the event. The décor was in the hues of nature, and it appeared very classy and elegant. There was good media coverage and the band got decent after event coverage

• Earth day: since serie nature is inspired by nature, we can use earth day to promote the brand. We can get all the L’Oreal ambassadors and have a fashion show with the green theme.

 

•Children’s day- we can also plan a fashion show for the children on children’s day. Hair festivals: we will organize a hair festival in the month of December. December is the time of the festivals and everybody is in a festive mood. Also people like to look their best during the festive season, and hairstyling of course is a crucial part of looking good. the festival would include putting up kiosks in the malls, having mobile saloons running throughout the city, various contests( like the craziest hairstyle, best short hair cut, best long hair cut etc). All the prizes will be serie nature products.

•Sponsorship of events relating to environmental protection For eg on World Environment Day

Sales Promotion:

• Offers for saloons: there would be special offers for the saloons as they engage in bulk buying. We can have special packs comprising of number of products by the brand, the overall cost would be less than buying the individual product.

• For professional stylists: special offers for the hair stylist, special discount if they use our product on their clients.

• For models• Offers for children’s day: as serie nature has a

special line for children also, we can introduce a special offer exclusively for children’s day

•Offers for saloons: there would be special offers for the saloons as they engage in bulk buying. We can have special packs comprising of number of products by the brand, the overall cost would be less than buying the individual product.•For professional stylists: special offers for the hair stylist, special discount if they use our product on their clients.•For models•Offers for children’s day: as serie nature has a special line for children also, we can introduce a special offer exclusively for children’s day

Merchandise:

• Eco friendly bags, folders: we can introduce eco friendly folders and bags. All the customers buying L’Oreal products will be given eco friendly L’Oreal branded bags and a free paper folder bag inside

• Toys: for the children we can introduce a captain planet like character that saves Mother Nature. We will have hard toys, soft toys, comic books etc. these will be given free with the purchase of serie nature kids products.

• Branded caps to be distributed at all the events. 

Thank You!Ankita Chopra (70)

Tripti Modi (54)Batch 2010

SIMC