L'Oreal Brandstorm 2012 pre-case_mmm

PRE-CASE STUDY

Marta BednarskaMagda Filipska

Monika Madrzejewska

I. THE

MARKET

Welcome to Polish Beauty and Personal Care market!

Beauty and Personal Care in Poland, June 2011

Polish consumer

1. Prefers to buy beauty products at drugstores (Rossmann)and health & beauty

specialists (Sephora, Douglas).

Polish consumer

2. Is loyal to Polish brands (especially skincare and suncare products)

Polish consumer

3. Recently, more and more important target become also men, whose needs concerning cosmetics also increased

recently (forecast of sales Man's grooming product is predicted to raise from 3,2% in

2010 to 17,2% in 2015!).

Polish consumer

4. According to Global Trends report, consumers watch out more about their

expenses, choose discounted products and look for group deal coupons (Groupon,

CityDeal)

NEW TRENDSMEN PRODUCTS

SKIN TYPES

SKIN PROBLEMS

AGE

ORGANIC

ORGANIC BEAUTY, Trans Global Trend Watch, January 2010

ORGANIC TREND

• Organic cosmetics market develops in Europe despite recession.

• The most popular subtypes are:– skin care– colour cosmetics– soap & bath– hair care

• A significant life event, such as having children, encourages purchasing of natural/organic products.

Why organic trend has bright future?

Consumer Trend Predictions 2010

What do I REALLY

buy?

Is this product

certificated?

Was it produced in ethical way?

Is it better in compare

with other similar

products?

SocialAwareness

Main competitors seem to be multinational

manafacturers, such as Procter&Gamble or Avon

Cosmetics...

...however, The Body Shop is created with

certain values. And, what's especially

important, those values are getting

more and more influent to the

avarage consumer.

Beauty and Personal Care in Poland Report 2010

...using natural ingredients, pro-ecological attitude, respect for

employees, fair trade rules, cosmetics not-tested on animals – that's distinguish mark of this brand.

II. THE

BRAND

http://www.yves-rocher.com.pl/

Yves Rocher in PolandSince 1959, Yves Rocher creates

cosmetics inspired by nature. Ingredients comes mostly from company-owned

hearvests located in La Gacilly, France.

http://www.yves-rocher.com.pl/

Yves Rocher in PolandYves Rocher seems to

be the strongest competitor at organic

beauty market in Poland. Beside holding 1,5% market share, it is pretty well known

among customers for its natural image.

Yves Rocher in Poland

Stores (almost 100 in Poland), are mainly located in shopping

centers, some of them has its own beauty

salon. On-line store is also available.


Yves Rocher Foundation is running two social campaigns: Earth – the planet of

women and the Planting Tribe, both

focused on supporting nature protection and ecological education.

If Yves Rocher was a person...

Has French roots

Looks for natural ingredients

Cares about environement,

chooses ecological products

Woman, 25-60 years old

Middle class

Educated, aware of

ecological issues

Expects good quality

www.patandrub.pl

Pat & Rub

Despite its short existence on Polish

market, Pat&Rub got already awarded by

magazines Uroda and InStyle for the best product of the year.

www.patandrub.pl

Pat & RubAs a new company,

Pat&Rub is still on its way to gain

reputation. Despite being new in the

market, they show key signs of rapid development.

Pat & Rub

Products are available on-line and also in Sephora. Pat&Rub closely cooperates

with SPAs and beauty salons, which seems to be very lucrative

distribution chanel for this kind of products.

Pat & Rub

Pat&Rub cosmetics are 100% produced

from natural ingredients. As one of very few producers in

Poland, Pat&Rub is certified with

ECOCERT.

Pat & Rub

If Pat&Rub was a person...

Beauty magazine reader

Wealthy, big city habitant

SPA, beauty salonguest/owner

Looks for certified product,

made in 100% from

natural ingredients

Woman, age 25-45

Shops on-line or in Sephora

Expects high quality

THE BODY SHOP in Poland

L‘Oreal has a very strong position,

altough, The Body Shop brand is not well

known among consumers.


The Body Shop has 16 shops in Poland, and no other channel of distribution, such as e.g. on-line shop or

indirect sale.


The Body Shop products are known of its colorful packaging,

which is strongly associated with exotic

fruits and other ingredients they are

made of.


The Body Shop values are strongly

highlighted. Social campaigns are as

much important as beauty products

itselves.

If The Body Shop was a person...

Activist

Wealthy

Woman, 20-50 years old

Educated, aware of ecologyand social issues

Big city habitantsSelf-confident

S.W.O.T.

OPPO

RTU

NIT

IES

STR

EN

GH

TS W

EA

KN

ESS

ES

TH

REATS

International brand,(since 1976)

Green state of mind

Ethical and natural image

Colourful packaging

Products and ingredients inspired by nature

Social campaigns

Distribution

Not well recognisable by Polish consumers

High production cost

High price

Small number of competitors

Variety of natural ingredients

Change of consumer behavior

Polish consumers are open for new trends

Social campaigns - new customers

Lack of organic leader - strong competition

Economical crisis

Consumers loyalty to other brands

Low awareness about The Body Shop brand

The New, Iconic Product

Trends:- specific age

- specific skin types and skin problems

The Body Shop Target:woman, 20-50 years old

The Body Shop social campaigns

are as much important as

beauty products itselves.

A significant life event, such as

having children, encourages

purchasing of natural/organic

products

Activate TEEN-esteem!

Curious

Too shy to ask

„Steal” mom’s cosmetics

Skincare begginer

Future responsible consument

The worst time for self-esteem

NO little peagant queen

‘As the twig is bent, so grows the tree’

Sample productsDaughterage 8-14

Cream cleanser and toner For sensitive skin, delicate protection

Cream Light cream that protects from UV

Colour cosmetic Natural Lip Stick (no colour)

Defend Human Rights

Some percentage of the income from ‘the mother-daughter’ product could be used to raise funds for an educational program about hygiene and personal care targeting kids in orphanages.

Questions?

MartaBednarska

Monika Mądrzejewska

[email protected] [email protected] [email protected]

MagdalenaFilipska

L'Oreal Brandstorm 2012 pre-case_mmm

Health & Medicine

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