l'oréal brandstorm 2010 (diesel)
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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