NYUBRANDSTORM 2012JENNY LI | SARAH SHIN |
JINNA WANG
MISSALPHA
THE OPPORTUNITY
3.2 Billion in
Middle Class
Year
2020
85% from ASEAN
HigherDisposab
le Income`
Demand for Sophisticati
on
WOMEN IN ASEANHigher Salaries
EDUCATED
MEET ANNISA
ASPIRATIONAL
EMPOWERED
YOUNG
HAIR CAREANNISA’S CONCERNS
TREND: Skincare
Skin care – awesome, 14% growth in ASEANHaircare & styling- sucks, terrible growth- lead to next slide
This slide- use images for each subsector and highlight main stats above
Gained 10% to $3.4bn in the prestige channel in 2012New growth- bb cream, up to $36mm from 2mm (2011-2012)- mesh between skincare and makeup. Traditional skincare product sales are diminishing (cleansers and toners), hybrid skincare segments is growing- to $46.6mm in 2011 up from 28mm in 2007
14% Growth
SKIN VS. HAIR
3% Growth
The Inspiration
The Routine
The ASEAN Market
OUR MODEL
L’ORÉAL PARIS
ONE BILLIONNEW CONSUMERS
ANTIOXIDANT: EGCG | hair growth
PROTEIN:GLOBULIN (SHBG) | prevents hair fall
VITAMIN E | restoresdry and damaged hair
VITAMIN C | protects from UV radiation
PROVITAMIN:PANTHENOL | strengthens and softens to prevent split ends
CAFFEINE | hair follicle growth
WHY GREEN TEA
MINT| cooling sensation GINGER| warming sensation
NATURAL SENSATIONS
SACHET ADVANTAGE
OURASEAN
STRATEGY
YOUR 360 STORYConsumers will share how they are
diligently pursuing their ambitions, & how the Total 360 Care Line would add
balance and a little bit of luxury into their lives.
MARKETING PLANSHARE YOUR STORY
OFF-LINE ON-LINE
Educate & Connect
Secondary School & University Ambassadors• Student
ambassadors will promote Total 360 Care
• Samples! Coupons! Events!
• Brand loyalty for life
OFFLINE |BRAND AMBASSADORS
OFFLINE |A 360 TEA PARTY
Internet usage is at it’s high - and it’s only expected to grow
On average across Southeast Asian
countries, 70% of this internet usage is
dedicated to social media.
Hou
rs S
pent
Per
Wee
k
ONLINE |USING SOCIAL MEDIA
Growing Online Gaming Sector
•Southeast Asian gaming revenues expected to double by 2015
•Create a digital L’Oréal Paris world
•50% of this revenue coming from women
ONLINE |DIGITAL GAMING
SENSATION RUN
Race against other players and gain 5 pearl points for every win! Follow the mint pearls to gain speed.
TEA CATCHER
Catch the correct ingredients for the chosen Total 360 Care Product. Remember, its all about the formula!
A 36TEA WORLD
Face new challenges at each station to gain points and level up! Be sure to meet other users along the way. Print the coupon at the end of
each level to get great Total 360 Care promotions!
• 11 million views in 4 months
• 2 million people registered with website
• 12% sales increase in 1 year
BMW film series THE HIRE
•8 short films
•10 minutes each
Results:
ONLINE |BRANDED CONTENT
A 36TEA
STORY
A SERIES OF 24 SHORT EPISODES
PRESENTS
VIDEO SERIES |A 36TEA STORY
PRICE & VOLUME
4,957.55
16,942.14
4,363.69
60,883.33
10,023.32 3,545.26
50,526.35
2,398.50
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
4,957.55
16,942.14
4,363.69
60,883.33
10,023.32 3,545.26
50,526.35
2,398.50
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
GDP by Country
6 MONTHS|PHILIPPINES
2 YEAR EXPANSION
GLOBALIZATION
Because you’re worth it.
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
2 in 1 -37% -29% -17% 20% -11% -7% -6% -5% -5% -4%Colourants 4% 5% 4% 5% 5% 2% 2% 2% 3% 3%Conditioners 11% 10% 9% 9% 8% 6% 6% 6% 6% 6%Hair Loss Treatments 8% 7% 6% 5% 5% 3% 3% 4% 4% 4%Perms and Relaxants 4% -13% -17% 5% 5% 2% 2% 2% 1% 1%Salon Hair Care 7% 7% 4% 0% 5% 1% 1% 2% 2% 2%Shampoos
Medicated 9% 8% 5% 8% -2% 1% 1% 2% 2% 2%Standard 12% 8% 7% 0% 5% 2% 2% 2% 2% 2%
Total 7% 7% 7% -1% 6% 2% 2% 2% 2% 2%Styling Agents 11% 10% 9% 7% 10% 5% 5% 5% 5% 5%
Total Hair Care 6% 6% 6% 6% 7% 3% 3% 3% 3% 3%
% Growth
Conditioners 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Philippines 10% 7% 9% 8% 8% 5% 5% 4% 4% 4%Malaysia 15% 12% 8% 7% 6% 4% 3% 3% 3% 3%Indonesia 14% 14% 12% 13% 13% 10% 11% 11% 11% 12%Thailand 6% 7% 6% 7% 6% 5% 5% 5% 6% 7% Average Growth 11% 10% 9% 9% 8% 6% 6% 6% 6% 6% 8%
APPENDIX
Haircare Company Growth 2008 2009 2010
Malaysia 0% -3% 2%
India 6% 4% -4%
Thailand -2% -1% 0%
Indonesia 6% 1% 0%
Philippines -5% 2% -1%
Average P&G 1% 1% 0%
Malaysia 5% 2% 3%
India -3% 2% 1%
Thailand 2% 2% 3%
Indonesia -6% 0% 0%
Philippines 14% 1% 0%
Average Unilever 2% 1% 1%
Malaysia 8% 7% 1%
India 15% 4% 5%
Thailand 6% 2% 1%
Indonesia -1% 0% 0%
Philippines 16% 9% 2%
Average L'Oreal 9% 4% 2%
Growth in Market Share 2008 2009 2010
P&G 1% 1% 0%
Unilever 2% 1% 1%
L'Oreal 9% 4% 2%
APPENDIX
Niacinamide (Vitamin b3)
usually used to treat skin conditions, improves skin moisturization, boost production of collagen and strengthens the statum corneum- outermost layer of epidermis
Panthenol (vitamin b)
natural, hydrating form of vitamin b; easily penetrates scalp and skin so its great for improving damaged hair, reducing split ends, and adding abundance of shine and texture to hair. good for improving damaged hair physically and chemically
Hyaluronic
good for moisture, naturally present in the body. non toxic, non irritating, non sensitizing, can be used for everyone “holds” moisture in skin for youth. the level of hyaluronic acid in your body starts decreasing significantly after age 20- assists in wound healing, fights and heals inflammatory conditions
Ingredients
Keratin
With damaged hair, the hair structure is opened up and keratins can penetrate into the fibre and bind to the internal structure, rebuilding the damaged proteins to restore strength and condition to the fibre. It also can deposit on the hair’s surface to form a sacrificial shield, protecting the hair from damage.
Ginger
Ginger root is an effective remedy for hair loss. Fresh extracts of ginger root make hair stronger and more pleasant-smelling.If you have brittle and dry hair, the useful constituents of ginger such as vitamins, zinc, phosphorus, etc. can help you get that sheen back in your hair.As a result of the increasing pollution and heat, most people complain about damaged hair follicles, and split ends. Hence, ginger treatment for hair follicles is an effective remedy to fix damaged hair. Ginger oil, mixed with essential oils such as jojoba oil or avocado oil, is believed to increase hair growth rate. Apply the mixture, massage it, and rinse it properly the next morning. Regular use of this mixture is an unfailing solution to help grow hair faster naturally.
Ingredients
Green Tea
Health benefits: antioxidants that combat harmful free radicals, delivers cancer fighting flavonoids and disrupts production of bacteria. Same antioxidants benefits hair and scalp
One antioxidant is epigallocatechin gallate (EGCG) which stimulates hair growth. This has been tested mostly in Japan and South Korea showing high interest from Asian consumers
high green tea intake leads to higher levels of globulin (SHBG), a protein that binds to testosterone. This allows hair follicles to be converted to dihydrotestosterone (DHT) which is a hormone that causes male pattern hair loss. When testosterone is attached to SHBG instead, it cannot be converted into DHT
Ingredients
Green Tea Continued
Smoothes dandruff and psoriasis by soothing skin and reducing inflammation. This is much safer than existing anti-dandruff shampoos that contain carcinogens
Strengthens and conditions because green tea contains vitamin C, E, and panthenol. Vitamin E restores dry or damaged hair, Vitamin C guards against damage from UV radiation, panthenol (provitamin) strengthens and softens hair and prevents split ends
Caffeine in green tea significantly boosts growth of hair follicles
Ingredients
Nourishing Shampoo
With antioxidant boost
What it is: Rich with vitamins and antioxidants, thoroughly cleans hair root to tip, giving the hair a radiant, youthful glow
What it does: Reinforces scalp health, the key to generating beautiful, revitalized hair
Product Deep Dive
Refining Conditioner
Panthenol and Hyaluronic enriched formula
What it is: Prevent the first stages of hair damage and aging with a natural, non-toxic formula that easily penetrates the scalp and hydrates the hair
What it does: Luxurious conditioning formula adds abundance of shine and texture to hair. Regular use leaves hair soft and radiant
Product Deep Dive
Awakening Foam
Hint of Mint
What it is: Refreshing and cooling foam that encourages active hair growth by stimulating the scalp, which increases blood circulation for an invigorating start to your day
What it does: The mint and Green Tea extract enriches your scalp with a morning dose of vitamin C and E, while creating a protective veil from harmful toxins
Product Deep Dive
Rejuvinating Mist SPF 15
Keratin
What it is: Balancing spray infused with vitamins and antioxidants that refreshes and protects hair throughout the day
What it does: The Keratin combined with Green Tea replaces damaged hair cement, increasing hair strength while protecting your hair
Product Deep Dive
Regenerating Jelly
Infused with ginger pearls
What it is: A warm, gently penetrating, restorative end of day treatment for the scalp
What it does: The mixture of ginger pearls and green tea significantly boosts growth of hair, generating stronger, smoother, silkier hair
Product Deep Dive
Weak, limp, damanged hair looks replenished, fulness restored 1. StrongerPro-Keratin: strengthens hair 2. NourishedCeramide: restores smoothness and shine 3. Shinier
4. Smoother5. Reduced Split Ends
Frizz - free, sikly smooth hairNutrition and protection starts from the roots for intense smoothing, whichis particularly useful in humid and dry conditionsSilk Protein: enhances smoothness and is thermo-resistantNutrileum: nourishes weak hair
Rediscover incredible elasticity, bounce and silky smoothness with Royal JellyRoyal Jelly: natural ingredient that bathes hair in light, nourishing ingredients
Revive your shinePearl Protein: provides brilliant shineCitrus: purifies hair by freeing deposits and cleaning fibres Shine Booster Technology: boosts light reflection
Nourish your roots, make your hair strongerProduct is applied directly to the scalp which helps microcirculation Restructures hair fibreReduces hairfall by 90%
Visibly prolonged hair colourColour Protect Light Reflecting System: nourishes hair and protects hair fibres[with UV filter]Provides shiny and radient hair colour
Color - Vive
Total Repair 5
Smooth Intense
Re - Nutrition
Nutri - Gloss Light
Fall Repair 3X
Product Line DescriptionName
ASEAN Portfolio
▪ Existing high-end brand image with L'Oreal Studio Line ▪ Variety of consumer needs (dandruff, damanged hair, ▪ Existing Elseve products already target the major dry hair, oily hair, thin hair, etc.) means that we need consumer needs in Southeast Asia (Total Repair 5, to provide many different products Nutri Gloss, Smooth Intense, etc.) ▪ Increasing inventory and decreasing inventory ▪ Experience in using celebrity marketing campaigns with turnover Sonam A. Kapoor▪ Current global reach/ capacity▪ Advanced research & marketing capabilities
▪ Growth of conditioner sales in Southeast Asia ▪ Strength of competitors (Unilever, P&G) and the ▪ Positive economic conditions and growing middle class existing number of brands that they have available▪ Growth of concern on HALAL products ▪ Increase of counterfeit goods; both because of their ▪ Increasing importance of natural products low price cannibalizing L'Oreal sales but also cheap▪ Globally, L'Oreal has twice the market share as products ruining L'Oreal brand image Unilever, so they should be able to claim that spot in ▪ Macroeconomic factors that decrease consumer s the ASEAN market as well spending▪ Strong growth of premium-priced products ▪ Roll-back from discounts and promotions
Strengths Weaknesses
Opportunities Threats
SWOT Analysis
OFFLINE|IN-STORE & TEA SALES
Cross category promotion
4,957.55
16,942.14
4,363.69
60,883.33
10,023.32 3,545.26
50,526.35
2,398.50
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
4,957.55
16,942.14
4,363.69
60,883.33
10,023.32 3,545.26
50,526.35
2,398.50
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
GDP by Country
Café Culture-Growing popularity for western style cafes -Place to hang out, dine, celebrate - Historically upper class activity, but cafes are opening in more rural areas/smaller towns
THE PHILIPPINESPersonal Care
-Buying larger items-Demand for luxurious, spa- like goods
Health Focus
-Awareness and demand for organic foods-Looking for premium coffees and teas
Growing Climate Problems
-Average temperature is increasing, -More humidity=worse hair conditions
POP-UP INVITE