l'oréal brandstorm 2010 (diesel)

Art Creativ

e New

Art Creativ

e New

L'Oréal Brandstorm 2010L'Oréal Brandstorm 2010 

Natalie AmendolaNatalie AmendolaCarolina JordãoCarolina JordãoAngela LongoAngela Longo

 Brand associated to

jeans

Not recognized as a

cosmetic brand yet

SS

WW

Distribution Channels

Customer Loyalty/

Relationship

Global Brand

 Change in government

politics

Conservative societies

Risk of copy

OO

TT

 Economic crises over

Self consciousness

Beauty products for

men

SWOT Analysis SWOT Analysis ConclusionConclusion

We’re in a good moment to We’re in a good moment to enter in theenter in the

cosmetic segment and develop cosmetic segment and develop a male cosmetic product. a male cosmetic product.

Market Information Market Information 20102010

L’Oréal, 2002

Trend: men are more concerned with Trend: men are more concerned with their appearancetheir appearanceTrend: men are more concerned with Trend: men are more concerned with their appearancetheir appearance

Be at their best with

a dynamic way of life Looking-for a business

and social advantage

Feel confident

and look younger

Market Informations Market Informations 20102010

Global sales will increase 12% between 2008 and Global sales will increase 12% between 2008 and 2013.2013.

Inside cosmeceuticalsInnovation in Personal Care & Cosmetics

10%

9%

8%

7%

6%

5%

4%

3%

2%

1%

EuromonitorEuromonitor

Market Informations Market Informations 20102010

DatamonitorDatamonitor

Have problem with circle under-eye

Use cosmetic products daily

Sense of having a proper skin care

65%65%

60%60%

57%57%

Our research Our research showsshows

Our research Our research showsshows

Market Informations Market Informations 20102010

DatamonitorDatamonitor

Men buy their products themselves

They like practical and user friendly products

They prefer to take their beauty products with them when they go out

What we found What we found outout

What we found What we found outout

WHAT DO THEYWHAT DO THEY

LOOK FOR?LOOK FOR?

L’Oréal, 2002

Regulary Used Cosmetics 74,60%74,60%

73,20%73,20%

68,10%68,10%

50,00%50,00%

30,40%30,40%

22,50%22,50%

15,90%15,90%

1,40%1,40%

Facial Cleanser

Body and Hair Care

Shaving CareMoisturizer

Fragrance

Lip Moisturizer

Other

Deodorant

L’Oréal, 2002

Regulary Used Cosmetics 74,60%74,60%

73,20%73,20%

68,10%68,10%

50,00%50,00%

30,40%30,40%

22,50%22,50%

15,90%15,90%

1,40%1,40%

Facial Cleanser

Body and Hair Care

Shaving CareMoisturizer

Fragrance

Lip Moisturizer

Other

Deodorant

MALE MALE COSMETICCOSMETIC

SEGMESEGMENTNT

YoungYoung

FashionFashion

MaturMaturee

U$ 25,00U$ 25,00

U$48,0U$48,000

U$45,00U$45,00

U$30,00U$30,00

ScienceScience

Projective TechniqueProjective Technique

MexicoMexico

BrazilBrazil

USAUSA

CanadaCanadaSwedenSweden

AustraliaAustralia

KoreaKoreaEnglandEngland

IrelandIreland

Projective TechniqueProjective Technique

Mexico,31

USA,23

Sweden,24Sweden,24

Australia,33

Korea, 26

Ireland,29

England, 24

France, 26

Netherlands, 27

Turkey, 25

What kind of beauty products do you use?

How often?

Projective TechniqueProjective Technique

Mexico,31

USA,23

Sweden,24Sweden,24

Australia,33

Korea, 26

Ireland,29

England, 24

France, 26

Netherlands, 27

Turkey, 25

“Special soap, special shampoo and sun block, twice a day.”

“I use hair paste, perfume, body lotion, all of them every day… once a week I go to a massage clinic.”

“After shaving, I make up to under eyes circles...”

IF DIESEL IF DIESEL WAS A WAS A

PERSONPERSON, , WHOWHO

WOULD IT WOULD IT BE?BE?

““Stylish, Stylish, self- self-reliantreliant and and

sexy”sexy” “ “With a strong personality”With a strong personality”

““Modern, beauty, Modern, beauty, young, young,

different, with different, with attitude”attitude”

IF DIESEL IF DIESEL WAS A WAS A

CITYCITY, , WHAT WHAT

WOULD IT WOULD IT BE?BE?

““The world has light”The world has light”

““Party of Party of dreams”’dreams”’

““Never Never stops”stops”

““Cool”Cool”

IF DIESEL WAS IF DIESEL WAS

A A LIFE LIFE STYLESTYLE, , WHAT WOULD IT WHAT WOULD IT BE LIKE?BE LIKE?

““Just Have Just Have fun”fun”

““Drink and Drink and Party”Party”

MALE MALE COSMETICCOSMETIC

SEGMESEGMENTNT

WITH WITH DIESELDIESEL

YoungYoung

FashionFashion

MaturMaturee

U$ 25,00U$ 25,00

U$48,0U$48,000

U$45,00U$45,00

U$30,00U$30,00

ScienceScience

BRANDBRAND

POSITIONPOSITIONINGING

““Rebellious and Sexy Spirit”Rebellious and Sexy Spirit”

““Unpredictable” Unpredictable”

“ “Dynamic” Dynamic”

““Passion”Passion” “ “Imagination” Imagination”

““Energy” Energy” ““Cool”Cool”

“ “Fresh”Fresh”

I hate leaving home looking tired...I hate leaving home looking tired...

When I arrive at work, people know When I arrive at work, people know

that I had lots of fun the night that I had lots of fun the night

before just by looking at my eyes. before just by looking at my eyes.

I wish I had a product that would make I wish I had a product that would make

me look and feel brand new.me look and feel brand new.

“

”

Consumer InsightConsumer Insight

SELF CONSCIOUS

MALE BEAUTY PRODUCTS

FACE CARE

UNDER-EYE CIRCLES

UNDER-EYE PUFFINESS

PRACTICAL PRODUCTS

CURRENT PRODUCTS X MEN’S NEEDS

““DCOOL”DCOOL”

PRODUCTPRODUCT

Price - U$32,85Price - U$32,85

Cold gelCold gelProduct is based on Product is based on Strawberries (Alpha Hydroxyl)Strawberries (Alpha Hydroxyl)

Helps to reduce swelling Helps to reduce swelling from from lack of sleeplack of sleep

Reduces puffiness under the Reduces puffiness under the eyeseyes

Makes tired eyes appear Makes tired eyes appear brighterbrighter

Make up that camouflages Make up that camouflages circles under the eyescircles under the eyes

It’s oil freeIt’s oil free

It’s easy to applyIt’s easy to apply

PLACEPLACE

PlacePlace(Male grooming area)(Male grooming area)

DieselDiesel StoresStores

Departament Departament StoresStores

Free ShopsFree Shops

PROMOTIONPROMOTION

PromotionPromotionLaunch EventLaunch Event

DIESEL TIMEDIESEL TIMETaking place in several big cities at the same time.

RIO DE JANEIRO – 22:00 PM

MELBOURNE – 11:00AMLONDON – 03:00 AM

PromotionPromotionLaunch EventLaunch Event

DIESEL TIMEDIESEL TIMEIce Lounge inside the event, to promote experience and play with the atribute.

PromotionPromotionLaunch EventLaunch Event

DIESEL TIMEDIESEL TIMEWe’re going to create Social Media Buzz.

Art Creativ

e New

THANK THANK YOU!YOU! Natalie AmendolaNatalie Amendola

Carolina JordãoCarolina Jordão

Angela LongoAngela Longo