proyecto marketing para l'orÉal

Emily DuRocher

Diego

Gallar

do

Jessica Rose

Studio Line•Stuck in the 80’s

•Needs to be revived

•Missing an element

•Science and beauty

Curly, straight, undone, wet, chunky, glossy, fixed…and now

…add color

• Hair-color and Styling Product in ONE

• Temporary and Permanent• powder

• Activator/Deactivator• Compatible with Studio Line products• short setting time of 10 minutes

• Color FX• different from temporary/permanent hair color already available

• twist on conventional hair color• light reflecting formula, hint of metallic

• modified natural hair colors

Sugar Snow (White blonde)Licorice Nights (Noir)Cinnamon Sunset (Cinnamon)Mango Moon (Burnt Orange)Curry Fire (Deep Red)Blackberry Forest (Blue-Black)Honey Springs (Sandy Blonde)Rocky Springs (hazelnut)Rosewood Pepper (Auburn)

• Activator &Deactivator

• Slender, sophisticated metallic pumps

• Complementary to Studio Line Packaging

Instructions on bottle back

promotion• Target Market: young cosmopolitans

• 18-28• socialites• creative• large cities• welcome change• open minds• lets loose with change

• brand identity: polar• Two sides to every personality… be both at the same time

is:

• conservative, driven,sophisticated, intelligent, has it together, practical

• versatile, sexy, trendy, flexible, lets loose, adventurous, desirable

promotion

Speaks to everyone’s multi dimensional character and creates an outlet for self-expression.

Complements L’Oreal’s current slogan “because you’re worth it.”

• A differentiated product • Revolutionary, innovative concept • Offers temporary/permanent beauty solutions

• Capitalizes on rising trends:• styling with color, creativity with hair• metro-sexual men• Especially in trend setting cities ( Paris, Milan, New York, Tokyo, )

• First mover advantageFirst mover advantage

S.W.O.T Strengths

• Complex• Understanding how to use the product

• High maintenance product• Simultaneously a styling and color product

• More R&D is needed• Compatibility with studio-line products

• Requires innovation

S.W.O.T Weaknesses

• Rising trends:• creativity with hair styling• hair color • Metro-sexual

• Unfilled Niche: hair color/styling market

• TARGETING: Beauty conscious market with money to spend on their appearance

OpportunitiesS.W.O.T

S.W.O.T Threats• Existing similar products

• Other temporary hair dyes• Color Pulse

• Risk of passing trends• Possibility of competitor development of similar products

PRECAMPAIGN

Our product as the new effect in the FX LINE

•Length: 2 months

•Advertisement: •Getting customers attention and interest

•Teaser ads

•““The next effect in the FX line, The next effect in the FX line,

be ready for it”be ready for it”

INTRODUCTION PHASE•Length: 8 months •Public Relations:

•Product Launch Event: PARTY

•Publicity from the event

•Reflect Values of our target market

•Chic night club

•Models with their hair colored

•Promotions:

Kits with SL activators as gifts

Kits with SL FX products (to mix effects)

i.e. Decoiffé-Colored

Advertisement:•A strong focus on ads

•TV

•Magazines

•Internet Sites ( Instant messengers)

HIGH INTENSITY AND HIGH FREQUENCY HIGH INTENSITY AND HIGH FREQUENCY OF ADVERTISEMENTOF ADVERTISEMENT::•In store communications

•Stands, like BEYONCE’s

Customer Relations Management

1.INTERNET WEB PAGE • Users community • Feedback from them, experiences, problems, recommendations)

• Contest Our product as hero in daily lifeOur product as hero in daily life

• Cool stuff

2.CUSTOMERS SERVICE LINESolutions for most common problems• Usage • Health

2ND Phase•Length:1 year 2 months •Advertisement:

SAME INTENSITY, LOWER FREQUENCYSAME INTENSITY, LOWER FREQUENCY

•Product: •A new set of colors, New SeasonNew Season

•Public Relations: •The one year parties, in different metropolitan cities

•Promotions: •the new set of colors launched- as gifts

•Customer Relations Management •Web Page –Customer service line

• Improved with new features and attractions

Questions?