L'Oreal launches its first eco-friendly haircare line called Serie Nature. The line uses natural ingredients like avocado, fig and tomato lycopene. It aims to replace chemical components with natural origin ingredients without compromising on efficiency. The range has 6 categories of products including a kids shampoo. It will be available at select L'Oreal salons and in recyclable bottles priced between Rs. 525-Rs. 1000. The brand targets environment conscious women aged 21-50 from upper socioeconomic classes.
2. Explore the joys of Nature…with L’Oreal Professionnel~Introduces Serie Nature, a hair care range with natural origin ingredients~ L’Oreal Professionnel, a leading name in the world of hair care products and services announced the launch of its eco-sensitive brand Serie Nature, bringing the goodness of Nature and science in its first ever ‘Professionnel’ hair care range with natural origin ingredients. Série Nature, backed by L’Oreal advanced research, selects natural origin ingredients like Avocado, fig, tomato lycopene in its formulas. Endowed with a real benefit for the hair, these original and sensorial formulas embellish and protect the hair, while respecting the hair fiber. it offers an array of natural products that deals with varied needs of different hair types without compromising on efficiency and performance It is a range in line with the trend for sustainable development. To this end, the packaging (PP, PET, PEHD) are recyclable, reflecting the brand’s sincerity and its desire to fall within a more eco-responsible approach.
3. The commitment of Série Nature: Replacing, step by step, whenever possible, chemical components by natural origin ingredients Without compromising on efficiency and cosmetic performance Marrying nature and science, this range offers six different categories of products introducing for the very first time a special shampoo for kids.
4. Serie Nature’s Product range: Oiliss: Enriched with Avocado and Grape seed this range its best suited for Dry, unmanageable hair Re-Naitre: Enriched with Rice proteins, it helps to repair very sensitized hair Richesse: Enriched with Tomato Iycopene, it helps to cleanse and nourish the hair Terre D’Argile: For oil or combination scalps, dandruff prone scalps Tendresse: Enriched with White peach especially for kids Cataplasme: In Salon service for sensitive and colored hair Serie Nature range is available at select L’Oreal Professionnel salons. Available in recyclable bottles to respect the environment, the range is priced at Rs 525 onwards
5. About L’Oreal Professionnel needs of the Indian consumer. L’Oreal Professionnel is the partner brand of the world's leading hairdressers, providing new business and creative development opportunities through cutting edge products, advanced education and access to a world-wide network of the greatest hairdressers. With products & services that combine L’Oreal Laboratories' expertise and safety, with an in-depth understanding of hairdressing techniques and fashion trends, the brand provides inspiration to hairdressers across the world to create international hair fashion trends, in keeping with its motto "Dream. Excel. Succeed… Together". In India since 1997, L'OréalProfessionnel has been partnering the Indian hairstylists' fraternity, to pioneer the development of the hairdressing industry, as a whole. Available in the salons of the world's greatest hairstylists, L'Oréal Professional's comprehensive international range created exclusively for in-salon usage and retail via salons - across Color, Texture, Care and Styling products – includes specific references that have been tailor-made to meet the ever-evolving
6. Target Audience Women in the age group of 21-50 belonging to SEC A, who are very conscious about beauty and grooming. They use a variety of high end cosmetic and toiletry products and are well aware of the various options available. They belong to the strata who have experimented with various chemical cosmetics and are more inclined towards natural products as a more effective option. They may also have a environment friendly bent of mind. Mothers of children between 6 and 14. Mothers who do not want their kids to be exposed to chemicals based shampoos at an early stage and who share the characteristics of the women described above. Women who run high end beauty salons which provide beauty services and also promote and sell specific brands and poducts.
8. Public Relations: Press releases: press releases always play an important role when you have a product which is catering to the niche audience. In this case also, we are catering to the niche customers comprising of saloon owners, professional hairstylists, models and women from the upper strata of the society. Hence all the events and other activities carried out under the brand name must get proper print, digital and television coverage in the relevant publications and TV channels. in the niche product like this one third party’s approval is very important. Feature stories: feature stories would cover the unique aspects of the product showing it in a positive light. It would talk about the eco sensitive nature of the product and how big companies like L’O real are taking initiatives towards green drive.
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10. Product picture placement (fashion and lifestyle magazines and fashion column of the news papers): placement of product pictures with the price in magazines like, Elle, vogue, Femina, Marie Clair, cosmopolitan, etc.
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13. Direct mailers: send direct mailers (in the from of attractive e- brochures to the prospective clients), for this it is first important to make a database of all the saloon owners, models hairstylists, fashion and beauty and retail stores owners.
16. Sponsor and content partner of hair styling competition: sponsor a hairstyling competition on TV.
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20. Mailer ad: mail the ads to the prospective customers. We can start an online teaser campaign, where we would initially send the ads which would not reveal the product or the brand. And eventually reveal the brand. The ads should be very well done in order to catch attention as such ads are generally discarded by the people. Hence they should give people a reason to go ahead and open them.
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25. In store promotion: for in store promotion we would take up some place of the store and convert it into a nature land..The product shelves will be in shape of flowers, leaves etc..And the shelve would be put in the ambiance with the décor of nature.
26. BAGS: we would have eco friendly bags, made out of paper. All the products would be strictly given in such bags.
30. A character would be created who would be the mascot of the brand. This character would be something that our target audience aspires to be. She would be present on Twitter. She would tweet about her day to day hair problems and solutions and tips to tackle the same. New developments about the brand would also be conveyed through this medium.
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32. Events: Launch- launch of serie nature has already happened. The product was launched with a fashion show, where well known models like LakshmiRana, Joe Mathews and Sapnakumar walked the ramp. Since serie nature has also come up with products for children, three kids also walked the ramp. They accounted for the awww factor of the event. The décor was in the hues of nature, and it appeared very classy and elegant. There was good media coverage and the band got decent after event coverage Earth day: since serie nature is inspired by nature, we can use earth day to promote the brand. We can get all the L’Oreal ambassadors and have a fashion show with the green theme.
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36. For professional stylists: special offers for the hair stylist, special discount if they use our product on their clients.
