gloss
DESCRIPTION
GLOSSTRANSCRIPT
Gloss team presents
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
Men’s grooming market is behind the women’s
Market giants increasingly provide men with new
specific products
Companies are coming forth with luxurious
products for men
Producers are fighting for male consumers
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
UNIC
Do not be afraid of experiments with “Unic”!
Be bright and unpredictable!
Stand out from the crowd!
UNICMousse Correction sprayRefreshing sprayLuminous gelWaterproof 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 colorizer Pulveriser 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 role1. 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.