This document summarizes a market analysis and strategy presentation for a new men's grooming product line called UNIC from L'Oreal Professionnel Homme. It finds that the men's grooming market is growing but brands mainly target adults and seniors. The strategy proposes a new line called UNIC for young people (16-25) with bright packaging and products allowing self-expression. These include color-changing hair products. The line will be promoted through hair stylists and clubs. New salons only for men will be comfortable spaces featuring quick service and 3D hair modeling.

1. Gloss team presents Specially for L’Oreal Brandstorm 2011

2. Market

4. Deodorant (Axe, Old Spice, Vichy Homme)

7. Market giants increasingly provide men with new specific products

8. Companies are coming forth with luxurious products for men

11. Beauty counters

12. Online stores

13. Grooming salons

16. Schwarzkopf;

17. Goldwell ;

18. Unilever;

19. Colgate-Palmolive men;

20. Brand “Nivea for men”;

22. Consumer Men 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.

23. Expectations Quick Men’s surrounding Quality Without any additional procedures Immediate effect

24. THE BRAND

25. 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.

26. 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

27. STRATEGY

28. 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.

29. This range is not interesting for young people. Teenagers often buy an image, a lifestyle and adegree 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

30. 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

34. New salon experiment Our innovation is creating complicated images on hair. Colour your hair in any way, have it luminous, embody all your fantasies.

36. We present new range specially for men: UNIC U – unique N – nightflame I – individual C – creative

37. Do not be afraid of experiments with “Unic”! Be bright and unpredictable! Stand out from the crowd!

39. Correction spray

40. Refreshing spray

41. Luminous gel

42. Waterproof colorizer

44. Styling and modeling.

45. Protection from external factors (high temperatures, chemical substances)

49. 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

50. 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

51. 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)

52. Waterproof colorizer Container with brush Pulveriser

53. Tint-cream Changes the colour of the strand (one or two tones) Two types: lighten and darken Result in one minute Safe

54. Advertising and promotion plan Hairstylists in a consumer role Using L’Oreal Professionel’s distribution channel (to provide regular consumers with free testers). Organise Annual L’Oreal Awards (nominations for best hairstylists, salons) where UNIC will be presented. Informal parties for hairstylists where they can try new range UNIC by themselves.

55. Advertising and promotion plan Salon clients as consumers 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)

56. 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.