BIONIX MARKETING ADVERTISING STRATEGIES

Presented ToProfessor Michael Tomlin

Marketing 330

California State UniversityLong Beach

Prepared By Bionix Marketing:

Brittany HelfrichShelley Chen

Sarah MonastraRuben Papelera

Luis DenizKyle BellemareIvan Gartner

Tri LeSojeong Lee

TABLE OF CONTENTSIntroduction 1

Situation Analysis Strengths and Weaknesses Opportunities and Threats Competitors and Target Audience

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Man Up Men’s Makeup Our Products Our Spokesmen

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How I Man Up Television/Cable Banned Commercials Print Traditional Out-Of-Home Media Non-Traditional Out-Of-Home Media Digital Social Media Contest Social Media Sweepstakes

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Promotions Game Changer Guy Codes and Bro Codes Magazine Sampling

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Partnerships 30

Budget 31

In society, there is this phenomenon that women are expected to be aesthetically pleasing, well groomed, and clean while men are expected, in some ways to be the opposite. L’Oréal Paris’ new product line, Man Up: Men Redefined , challenges this notion.

Man Up: Men Redefined gives men the tools to implement this idea: men can be well-groomed, clean-cut, handsome, and still be the man they want to be. The new product line will include a concealer, face wash, face lotion, under-eye cream, anti-wrinkle cream, and face bronzer , with each name changed accordingly for men’s taste .

• Concealer is transformed to Incognito: Correctioner. What come to mind with the word incognito? Someone who’s identity is disguised and hidden. Hiding blemishes becomes synonymous with being a spy and who doesn’t want to be the next James Bond?

• Face wash is changed to Recharge: Facial Cleanser. With this, men will not just be cleaning and reviving their face but they will be reviving their confidence, stamina, and enthusiasm.

• Face lotion is now Hydrate: Skin Conditioner. Men are thirsty to replenish their skin. With Hydrate their skin will no longer be begging for some moisture.

• Under-eye cream is now Omit: Eye Reviver. To the point and simple. Those bags need to go and this will simply omit them.

• Anti-wrinkle cream is now the Youth Protector: Infinite. Men are natural protectors. It’s time to attack those wrinkles and be infinitely young.

• Face bronzer is now Copper: Facial Definer. That strong jaw line needs to be defined. Plus, who doesn’t want to be the ideal talk, dark, and handsome.

INTRODUCTION

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SITUATION ANALYSISStrengths & Weaknesses

L’Oréal group is the world’s largest cosmetics and beauty company, operating with an income of roughly $4.81 billion. The company ended 2012 with a net cash surplus of $2.06 billion dollars, three times the amount at the end of 2011, and well exceeding the industry average. Currently, L’Oréal has operations in over 130 countries and over 40 manufacturing plants strategically placed to ensure timely distribution. Another strength is the company’s diversification. Not only is L’Oréal invested in the cosmetic industry, but also active in the dermatological and pharmaceutical fields and is the top nanotechnology patent-holder in the United States, all contributing to is L’Oréal’s vast resources.

Because of the L’Oréal group’s vast empire within the cosmetics and beauty industry, there exists a decentralized organizational structure. L’Oréal is divided into four categories: luxury products, consumer products, professional products, and active cosmetics; under each category is at least five brands, sometimes more. Each brand has its own budgeting, management, and marketing, but must still adhere to the overall L’Oréal vision and structure.

Another weakness comes with the nature of the industry. Stiff competition arises from other leading cosmetic established brands, such as Neutrogena, Dove, Revlon, Maybelline, Estee Lauder, Clinique, Avon. Whatever market share is not occupied by L’Oréal is fiercely guarded by one of these companies.

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SITUATION ANALYSISOpportunities

There exist several opportunities for the Man-Up brand to ensure success in the beauty and cosmetics market. Because L’Oréal holds several patents, it also possesses greater market share; greater market share means a lower barrier of entry for this new brand line. Now at the end of the world economic downfall, consumers are beginning to increase spending on discretionary items such as cosmetics; Analysts estimate a 8.5 percent growth in the beauty industry by 2014.

More specific to the Man-Up brand, L’Oréal already has a men’s cosmetics line called Men Expert. The line offers a variety of products, but is targeted to the middle-class, middle-aged man. The brand line is very strong in Europe and Australia, but in-existent in the Americas and Asia. Man-Up would be able to fill the gap in the United States by targeting to the younger-aged men. Then, if successful, it would be able to expand its reach to the other continents and capture market share without taking away from the pre-existing men’s line L’Oréal offers.

Another opportunity arises from the change in societal norms in the United States. Gender roles are slowly beginning to loosen, as men become more comfortable with their feminine side and women become more comfortable with their masculine side. Because of this societal change, now is the opportune moment to introduce the Man-Up line, which isn’t suggesting they need the products, but rather they can feel comfortable and confident in their man-hood even when using these products.

Threats

The greatest threat to the launch of the Man-Up brand is the consumer’s response; men could be easily offended or disturbed by the notion of them wearing cosmetics. While men’s cosmetic products do exist, they are not as widely distributed as the Man-Up brand hopes to execute and distribute. Another threat is that of competition. As mentioned, men’s cosmetic and beauty lines do exist, but in more exclusive channels. However, because of the great market opportunity, it would not be surprising if large cosmetic companies such as Revlon and Maybelline began to develop similar product lines.3

SITUATION ANALYSISCompetitors

Man-Up’s potential competitors is essentially broken up into two segments: Men’s Cosmetic Companies and General Cosmetic Companies. While no company will directly compete with the exact product breadth that the Man-Up brand will offer, each company listed has some threat of competition to the brand. Axe, Old Spice, and 4VOO are the top three competitors when it comes to Men’s Cosmetics. As for general cosmetics, the following companies are considered top competitors: Neutrogena, Dove, Revlon, Maybelline, Estee Lauder, Clinique, Avon.

Target Audience

The target audience for the Man-Up brand is middle-class, everyday men, aged between 18 and 30 years old. The typical consumer of Man-Up products shops at retail stores such as Target and Walmart. He is in with the latest trends, whether that be in television, sports, or music. He also desires to take care of himself, physically, emotionally, and mentally.

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OUR PRODUCTS

Facial Definer Copper

CorrectionerIncognito

Skin Conditioner

Hydrate

Facial Cleanser

Recharge

Eye Reviver

Omit

Youth Protector Infinite

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OUR SPOKESMENFor Man Up, our spokesmen represent the men that are idolized by our target audience, males 18 to 30 years old. Aaron Paul, Joseph Gordon- Levitt, Donald Glover, Steven Yeun, and Javier Hernandez are limitless, confident, and embody success, while coming from humble backgrounds. This speaks to our target market and plays into our main concept, “How I Man Up,” that will be discussed later in this deck.

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HOW I MAN UP

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HOW I MAN UPWhat defines a man? Confidence. A man can be an athlete, an artist, an engineer, a teacher, a mechanic, a dancer, a singer. He can be anything and when combined with confidence, he is limitless. The problem is not that men do not have the ability to be limitless, they simply do not have the confidence. In a society where appearances are highly glorified but concurrently men are criticized for using beauty care products, it leaves men in a perpetual state of limbo.

That’s where the concept How I Man Up comes into play. It does not define what “manning up” is; it simply spreads the idea that men can care about their appearance, with the use of beauty products, and still be men. The goal is to set up a sense of community between these men, a brotherhood; no matter if manning up to them is surfing, dancing, working out, fixing a car, reading, or writing, they will do it confidently and assuredly. It is confidence that gives them the ability to man up. The launch of the Man Up’s product line is merely the tool to reach this confidence level. It is not what they do that makes them men, it is how they feel about themselves that makes them men. Giving men confidence through beauty products and taking care of their aesthetic selves will leave men confident.

Our spokesmen are a true representative of this concept. They are actors, athletes, and musicians but what do they all have in common? They are confident and come from humble backgrounds. They are limitless.

How I Man Up helps men realize they can be whatever man they want to be. It is building confidence and letting men know they are not bound down to society’s constraints. They, too, are limitless.

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TELEVISION/CABLEA commercial embodying How I Man Up’s concept will be featured on 11 major television stations. Through research , we found that these television stations attract our target audience.

• ESPN• Fox Business • G4• ABC• NBC• Fox

The commercial’s two major characters will represent the men who have low confidence and the men who ooze confidence. Through out the commercial, the man with low confidence will slowly gain self worth through his interactions with the man who is sure of himself.

The different interactions include working out and playing chess, further promoting How I Man Up’s concept of not defining what makes a man is or does.

The conclusion of the commercial will show the complete transformation the man made. The Incognito: Correctioner will be introduced at the end, further connecting the idea that this product is synonymous with increased confidence. The last line will end simply “First rule of Man Up. Don’t talk about Man Up” alluding to the popular film Fight Club.

• CBS• Adult Swim• Top Gear• FX• AMC

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TELEVISION/CABLE – BANNED COMMERCIALS

Commercial 1: “Sex on Fire”

The commercial will begin will a romantic, passionate, and steamy sex scene with the song “Sex on Fire” by Kings of Leon in the background. The camera focuses on the man’s skin and how dry it its. The sound of sand paper scratching happens and suddenly the music cuts off, and the man’s skin catches on fire. The girl starts screaming in panic and the scene goes to black with he logo “Man-Up: Hydrate” flashing across the screen.

Commercial 2: “Blind Date”

The video shows a couple on a date and the girl is clearly blind while the guy is attractive but with really bad acne. She awkwardly asks if she can touch his face and he says yes. She reaches one had over excitedly, but once she starts to feel his face her expression turns confused. She starts using her other hand and becomes more confused. Then the camera zooms on her finger running over small pimples that read as brail in the subtitles as “I hope she doesn’t notice that I $*@& #&%(@$* %$@%@$.” Offended, she suddenly pulls back to punch him and right when she hits him the screen goes black with the logo “Man-Up: Recharge Facial Cleanser”

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Commercial 3

TELEVISION/CABLE – BANNED COMMERCIALS

The video starts with a woman in leather bondage walking out of the bathroom. She fastens the last bounds on the guy who is blindfolded, chained to the wall, and asks if he’s ready. When he says yes she drops her bag which falls open to show generic detergents, soaps and Windex that she starts using to clean his face. Once he notices he starts to struggle and scream and the screen cuts black and says “Don’t let this happen to you, Man-Up” with the images of the products underneath. 

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Our print advertising will be shown in popular magazines that our target audience reads:

• GQ• Esquire• Maxim• Men’s Health• Details

Our spokesman images earlier in the presentation will be included in these magazines, along with many images shown in the next couple pages.

Magazines will include coupons and samples of Hydrator: Skin Conditioner and Omit: Eye Reviver, that will be discussed more in details later in the deck.

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PRINT

PRINT

Magazines will include ads that have tabs like these. The purpose is to cause intrigue and seduce men in to wanting to try this product. The line “you’ll never know unless you man up” also reiterates the idea that all you need is confidence to be the man you want to be.

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PRINT

There were also be representatives of men looking timid and scaredchallenging them totake on the world confidently.

These will be placed in magazines encouraging men to “man up” and take control of their lives. They will either be representing what a man is and what he could be.

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TRADITIONAL OUT-OF-HOME MEDIA: BILLBOARDS

This advertising stating “don’t be a boy toy” plays on the word “boy toy” with the image of the man playing in a toy car. “Boy toy” denotes a man who is used by women and usually has low confidence.

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TRADITIONAL OUT-OF-HOME MEDIA: BUS STOPS

Our bus stop outdoor posters will be placed in major cities where there is a lot of traffic. College towns will also have these bus stop posters because our target audience falls in the college age group.20

TRADITIONAL OUT-OF-HOME MEDIA:BUSES

Our buses, like the bus stop ads, will be on buses that have routes it major cities. College towns where buses are a huge form of transformation will also have these advertisements.

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NON-TRADITIONAL OUT-OF-HOME MEDIA

In multiple story malls, there will be a male stick figure poster on the bottom platform of the elevators. On the elevator itself there will be an arrow pointing up with the Man Up logo. For the upper part of the elevator that is connected to the ceiling, there will be a poster with a male stick figure and female stick figure holding hands. The actual upward motion of the elevator with the arrow pointing up will provide a visual of “manning up” that goes beyond stationary advertisements.

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DIGITALSearch Engine Optimization

We will be incorporating Google AdWords as a part of our search engine optimization for Man Up makeup. Here, we will be able to easily position ourselves on the internet by having searches such as “make up for men” and “male under eye bags” redirect consumers to Man Up’s banners and websites.

Social Media ChannelsWe will have an ongoing social media contest and sweepstakes through

Twitter , Instagram, and Facebook, which will be discussed on the next page. Other social media channels we will use are YouTube, Google+, and Vine. Vine, which is a new and upcoming short video social media channel, will allow consumers to upload short video submissions of what makes them a man. These can be linked to their Twitter, Facebook, YouTube, and more. However, these videos are only for fun and sharing, and not included in the social media contest and sweepstakes.

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SOCIAL MEDIA CONTESTThe Social Media Contest will utilize Twitter, Instagram, and Facebook. Both Twitter and Instagram will use hashtags #howimanup and #manningup to enter a contest where men will post pictures or tweet about tasks they considered to be “manning up.” People who link their Twitter and Instagram to Facebook will be entered twice for the contest. The prize is a free Man Up product. There is a winner every week for the social media contest.

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Each week of the month will have a specific theme:

• First: “How I Man Up My Mind” This can include pictures and tweets of men studying, reading, doing homework, etc. The specific hashtag for this week will be #howimanupmymind.

• Second: “How I Man Up My Home” This can include pictures and tweets of men cooking, fixing the sink, doing laundy etc. The specific hashtag for this week will #howimanupmyhome

• Third: “How I Man Up My Body” This can include pictures and tweets of men working out at the gym, running outside, dancing, etc. The specific hashtag for this week will be #howimanupmybody

• Fourth: “How I Man Up My Life” This can include pictures and tweets of men proposing, men with their newborns, men spending time with friends and family etc. The specific hashtag for this week will be #howimanupmylife.

The beauty with “manning up” is their pictures and tweets can be anything the man perceives as being a man. It can be doing homework, fixing a car, working out, reading, painting, dancing, ect. the options are endless and further promote the idea that being a man is not what you do but how you feel doing it.

The prize is not just a free Man Up product , the winner will also be placed in a yearly sweepstake.

SOCIAL MEDIA CONTEST

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The winner of the sweepstake will win a trip with four of his friends to Las Vegas. In the hotel room, there will be the full Man Up product line for each of the participants. They will be asked to take pictures of using the products and all the fun they are having in Las Vegas.

These pictures will be posted to Instagram with the hashtags #howimanup and #manningup and to Facebook also. They will also be asked to tweet about their experiences in Las Vegas.

This sweepstake will be highlighted throughout the year, letting men know their chances ofwinning is 1 out of 52 if they winthe social media contest. This willgive men more of incentive to participate in the social media contest.

SOCIAL MEDIA SWEEPSTAKES

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PROMOTIONS – GAME CHANGERThe Game Changer is a bundle that puts the most usable products:

• Hydrate : Skin Conditioner• Recharge: Facial Cleanser

With small sample sizes of the product that men would be less inclined to buy:

• Incognito: Correctioner• Infinite: Youth Protector• Copper: Facial Definer• Omit: Eye Reviver

Skin conditioners (face lotion) and facial cleansers (face wash) are used readilyamongst men and are in other product lines. Correctioner (concealer), youth protector (anti-aging cream), eye reviver (under-eye cream), and facial definer (bronzer) on the other hand could be foreign to men.

By bundling these products together, 1. Hydrate: Skin Conditioner with samples of Incognito: Correctioner and Infinite: Youth Protector and 2. Recharge: Facial Cleanserwith Copper: Facial Definer and Omit: Eye Reviver, this will give men the opportunity to try products they would have not tried originally. If they like these new products, this will increase sales.27

PROMOTIONS – GUY CODE AND BRO CODE

Guy Code is a coupon that will provide a discount off of Man-Up products. They will be placed in the specified magazines, on Man Up website, sent in mail, and in stores. These coupons will have humorous sayings and stories that men can relate to and laugh at.

Bro Code is a QR code that will be found in the specified magazines, in stores, and on posters. These QR codes will lead men to the Man Up website when they take a picture of it with their phones.

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In the specified magazines; GQ, Esquire, Maxim, Men’s Health, and Details; there will be samples of different products from Man Up’s line. These will include:

• Hydrate: Skin Conditioner• Omit: Eye Reviver

This will allow men to try first hand these product. The smell and feel of these products will be accomplished through this promotion.

PROMOTIONS – MAGAZINE SAMPLING

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Free samples will be sent to clubs, bars, and hotels to use in the bathrooms. The samples include:

• Incognito: Correctioner • Hydrate: Skin Conditioner• Recharge: Facial Cleanser

The clubs, bars, and hotels will be in extremely populated areas and where our target audience visits regularly.

PARTNERSHIP

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BUDGETTelevision Total: $1,366,300

Spokespersons:

TV Media

Aaron PaulJoseph Gordon- LevittDonald GloverSteven YeunJavier Hernandez

ESPNFOX BusinessG4ABCNBCFOXCBSTop GearFXAMC

$100,000$250,000$100,000$80,000$85,000 Total $615,000

$19,300$200,000$17,000$94,000$76,000$200,000$94,000$18,000$13,000$20,000 Total $751,300

Print Total: $23,181

1) Spokesmen images in magazines

2) How I Man Up Timid Guy Ad in magazines

3) Coupons in magazines

4) Samples in magazines

GQEsquireMaximMen’s HealthDetails

$5,950$4,342$3,674$4,115$5,100

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Outdoor Advertising Total: $3,900,000

Billboards

Bus Stops

Time Square: Los Angeles:Mall Displays:

$3.6 Million $168,000$66,000$66,000

Promotions Total: $540,035

Direct Mail

Social Media Contest & Sweepstakes

Sending Coupons

Free Product per weekFree trip to Vegas for 5

$44,000

$35$10,000

Partnerships Total: $90,000

Clubs, Bars, Hotels

Free samples in restrooms

$ 90,000

Commercial Total: $12,000

Commercial Production Company

$12,000

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BUDGET

Digital Total: $1,900,000

Banner ads per year

YahooMen’s HealthMaxim

$1.5 Million$200,000$200,000

Mobile Total: $25,000

Coupons scanned through smartphone app

Smartphone App $25,000

TOTAL BUDGET $7,856,516~$7.9 Million

BUDGET

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Television $1,366,300Print $23,181Mobile $25,000Partnerships $90,000Commercial $12,000Outdoor Advertising $3,900,000Promotions $540,035

BUDGET

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