L\'Oreal Brandstorn 2010 Unleash

$: L\'Oreal Brandstorn 2010 Unleash$
DIESEL UNLEASH

ANALYSIS

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Analysis New Franchise Marketing Plan Future Plan

BRAND PORTFOLIO

Fashion LifestyleREBELLIOUS

AGAINST CONFORMITY

EnergeticRebellious Provocative & SexyIconic & Ironic Cool

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CHALLENGE


AGAINST CONFORMITY


New franchise of men’s beauty product in selective distribution channel

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SWOT IN BEAUTY MARKET

Strength

• Unique attitude and personality• Strong masculine brand image

Weakness

• Limited customer base • Lack of brand heritage in beauty industry

Threat

• Economy downturn affects purchasing power

Opportunity

•Moving up trend of the middle class• Growth in global grooming market

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Strength

• Unique attitude and personality•Strong masculine brand image

Weakness


Threat


Opportunity


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Strength


Weakness


Threat


Opportunity


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Strength


Weakness


Threat


Opportunity


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BRAND VISION

Where we are?

A unique lifestyle brand with only perfume franchise in a

beauty market

Where we want to be?

The alternative and aspiring lifestyle brand in a male beauty

market.

COMPETITIVE LANDSCAPE

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POSITIONING GRID

Sophisticated

EmotionalBenefit

Functional Benefit

Simple

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POSITIONING GRID

Sophisticated men

Functional Benefit

Simple

EmotionalBenefit

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EmotionalBenefit

POSITIONING GRID

Sophisticated men

Functional Benefit

Masculine

CCONSUMER AND MARKET ANALYSIS

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TARGET CUSTOMERS

INCOME: B+ and A 40,000 AGE: 20-35 years old PERSONAL TRAITS

DEMOGRAPHICS

UBERSEXU

AL

Dress for himself

Choosing consistent

personal style

Nurturance+Communicativ

eStrength+Masculinity

Recognize their own

needs

Decide what right or wrong themselves

Obsess with all

qualities in their lives

Concern world

around them

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TARGET CUSTOMERS

LIFESTYLESFitness Seeker: Health clubs/ Home Gym EquipmentCooker : Cookery bookHedonist Traveler: Food Tourism

FASHION & BEAUTY PRODUCTSFASHION FOLLOWER- Fashion clothingGROMMER- Shaving, hair careSKIN CONSCIOUS- Moisturizer/facial masks

They need effective product with the right style

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THAI MARKET ANALYSIS

TNS Research, Men’s grooming 2009 and other sourcesBody wash

Body Lotion

Cologne

Hair styling

Deodorant

Cleanser& Moisturizer

24

123

300

300

800

841

Thailand men's grooming market value

Growth 25.7%

72% use Cleanser

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FACIAL CARE AROUND THE WORLD

07/05/53

1919

Kuan Lin,23

Aitsanart,22

Chris, 22

Atsu,27

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FACIAL CARE AROUND THE WORLD

07/05/53

2121

Japan Korea Taiwan Thailand

Total care share in Asia

Total careCleansing & Facial skincareFacial skincareShavingAfter shave

Franch UK German Spain0%

5%

10%

15%

20%

25%

Compare Face and Body care in Europe

FaceBody

“In the US, cleansers as the largest share of the market.”-Packaged Facts 2009

NEW FRANCHISE

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BRANDING CONCEPT

UNLEASHMEN BREAKING AWAY FROM THE ORDINARY WITH HIS POWER

Water Fire Storm

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Brand Personality

Radical Extraordinary& powerful

Rebellious Iconic Provocative

Strong & Masculine

http://go2.wordpress.com/?id=725X1342&site=thefilmprojector.wordpress.com&url=http://thefilmprojector.files.wordpress.com/2008/07/hellboy-2-one-sheet.jpg&sref=http://thefilmprojector.wordpress.com/2008/07/

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PRODUCT

Ease of use +On- the-go size

POWERFULRebellious

design

SIMPLE

Serve all beauty needs in 3 products

POWERFULGive instant

resultsLong lasting

SIMPLE

PRODUCT FUNCTIO

NS

PACKAGING

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Spray

PRODUCT

KEY INGREDIENTS

ENERGETIC UV SHIELD

• Fire Power=Instant UV barrier

BRANDING CONCEPT

• Instantly energize your skin. • Protect your skin against UVA /UVB

and massive pollution to get ready for actions.

SKIN BENEFITS

Grape seeds extractMineral Water

Vitamin ETitanium Oxide

PRODUCT FORM

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PRODUCT

KEY INGREDIENTS

HYDRO RECOVER

• Water Power=Intensive hydration

BRANDING CONCEPT

• Perfect intensive hydration recovers weak and dry signs, increasing amount of water in the skin layers

SKIN BENEFITS

Dead sea mineralsMineral Oil

Glycerin Vitamin C

Gel

PRODUCT FORM

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PRODUCT

KEY INGREDIENTS

CYCLONIC CLEANSER

• Storm Power= Deep cleanser

BRANDING CONCEPT

• Powerful cleansing, instantly remove dirt and impurities from a day-long environment exposure

SKIN BENEFITS

Charcoal and ocean salts

Gel and exfoliator

PRODUCT FORM

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PACKAGING

“All men powers in rebellious Kryptonite form”

“Experience the integration of powers”

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PACKAGING

“UNLEASH the metal chain to break away from the ordinary”

PRICING

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PRICING STRATEGY

Cyclonic Cleanser

Hydro Recover

Energetic UV Shield

Skincare brand 0.17156 0.5 0.489Fashion brand 0.22668 0.905 0.995Mark-up 1.32132 1.81 2.034765

Size 150 50 50Price/ml 0.22668 0.905 0.995

Price (USD) 34.0019 45.25 49.75Suggested Price 27 39 45Price (BHT) 945 1365 1575

Objective: Price that conveys positioning of luxurious fashion brand

UNLEASH GROOMING SETPrice USD 110

Price BHT 3,500-3,800

COMMUNICATION

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COMMUNICATION

KEY MESSAGEThe effective male beauty products that unleash their look and style

TAGLINE Unleash men power

FOCUSStyle function and attitude

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COMMUNICATION

Create BUZZ

Create AWARENESS-

Create BRAND EXPERIENCES

Create a LONG LASTING RELATIONSHIP

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COMMUNICATION

CREATE BUZZ

GLOBAL GUERILLA CAMPAIGN-”UNLEASH the warning”

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Global Warning

And this is the place that I mentioned..

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Youtube search “Global Warning”

Youtube search “Global

Warning”

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COMMUNICATION

Global Warning: ep2

DIESEL UNLEASHwww.dieselUNLEASH.com

Youtube search “Global Warning”

See? it really HAPPENED

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COMMUNICATION

Global Warning: ep2

FINDDIESEL UNLEASH

www.dieselUNLEASH.com

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Global Warning

UNLEASH

Cyclonic CleanserDeep cleanser

Hydro RecoverLong lasting hydrator

Energetic UV ShieldStrong UV barrier

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COMMUNICATION

CREATE AWARENESS

1.OPENING EVENT2.ADS/

ADVERTORIALS3.BILLBOARDS

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COMMUNICATION

CREATE BRAND EXPERIENCES1. BROCHURE

2. PRODUCT SAMPLINGS

3. INTERACTIVE STORE

INTERACTIVE STORE

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COMMUNICATION

CREATE A LONG TERM RELATIONSHIP

1. UNLEASH WEBSITE2. GIFT WITH PURCHASE:

POWE®ING 3. BEAUTY ASSISTANTS

Global WarningINSERT YOUR PIN CODE:

XXXXXXX

UNLEASH

Global Warning

UNLEASH

01: IPHONE APPLICATION Download UNLEASH iphone applications

02: YOUTUBE CATCHERFind out UNLEASH videos around the world from Youtube

DINE

TECHCAR

S GROOMENTE

RTAIN

03: UNLEASH SITUATIONCatch up UNLEASH global news and events and be the first one who get the exclusivity

STYLE

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COMMUNICATION

CREATE A LONG TERM RELATIONSHIP

1. UNLEASH WEBSITE

2. GIFT WITH PURCHASE:

POWE®ING 3. BEAUTY

ASSISTANTS

DISTRIBUTION CHANNEL

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CHANNEL

Department store Duty Free Independent store

Online Channel• Increase accessibility• Provide space for creating experience

Objective: Positioning of luxurious fashion brand

FUTURE PLAN

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INTERNATIONAL LAUNCH

Market Size Premium market RankU.S.-$5.6 Billion 1 2 1Franch-$1.6 Billion 3 1 2Japan-$3.0 Billion 2 3 3German Male- $1.5 Billion 4 1 4

Market PrioritizationEurope & US

Asia & OceaniaAfrica & Latin America

Source: Packaged Goods, Global Analysis Grooming market 2009

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PRODUCT EXTENSION

?x

Year 1 Year 2 Year 3

xLaunched

xYear 1 1/2

UNLEASH The next power

Campaign

x

THANK YOU

Back-up

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MARKET-POPULAR PRODUCT TREND

Premium market NPD GROUP• Simple • Products that are part of a basic regimen,

like cleansers, moisturizers, and shave treatment products• Multi-purposed

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Back up competitor image

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BRAND PORTFOLIO


AGAINST CONFORMITY


New franchise of men’s beauty product in selective distribution channel

Only The Brave

Cool & Iconic

Fuel For life

Energetic & Sexy

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UBERSEXUAL MEN-GROOMING

UbersexualGrooming help boost up the Ubersexual men confidence. Grooming helps him do things in his life easier.

Ubersexual VS MetrosexualThe metrosexual pay more attention to his appearance and like spending time in grooming.

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Brand positioning in current portfolio

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PRODUCT-SPF

SPF 30:•SPF 15 protects against 93% of UVB rays•SPF 30 provides 97%•SPF 50 provides 98% protection from UVB rays•UVA causes dry, wrinkly and rough skin, and UVA and UVB cause damage to the cells that make up the skin•SPF 30: 30*30= 900 minutes (>12hr)http://www.uvgehttp://www.junjaowka.com/webboard/showthread.php?t=113042ar.net/

http://www.uvge/

http://www.junjaowka.com/webboard/showthread.php?t=113042ar.net/

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Market Legitimacy

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PRIORITIZE COMPETITORS

1. Male-specific product

1.1 Selective male-specific skincare• Consumer seek for a lifestyle product in grooming• No image offered by current products1.2 Fashion male-specific product• Alternative image of DIESEL MEN1.3 Mass market male-specific product• The young who has just moved up in their income level or age life cycle• Seek for high quality product

2. Female product• Appeal to masculine image• Trust in product ingredient and quality-effective/quick/simple

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Competitor’s product

Shiseido men cleansing foam

Biotherm Aqua Power Moisturizing gel

Kiehl’s facial fuel SPF 15 Sunscreen

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Competitor’s productCyclonic Cleanser Hydro Recover Energetic UV Shield

Competitor’s product Shiseido men cleansing foam

Biotherm Aqua Power Moisturizing gel

Kiehl’s facial fuel SPF 15 Sunscreen

Description • A highly effective daily use cleanser that removes dirt and excess oil•Positioning of power skin

•Being known for its technology and ingredient •multiple lines for this type of moisturizer•Transparent function of this line that is extra appealing to men•Not sticky and non greasy

•Kiehl’s facial fuel offer an energizing function with SPF 15 •Widely acknowledge brand among Ubersexual consumer•pharmaceutical beauty•natural ingredient product that enhances its credibility•

Differentiator Functional •Powerful function • Rejuvenating skin with the deep repair function. • Important is the image • Quick, instant, impactful

• Boosting degree of SPF• their core of energizing

Differentiator Emotional Distinctive image “Unleash”

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Branding the product extension

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More about Ubersexual

AmbitionWhat is he interested doing?

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UNLEASH VS EXISTING PRODUCT LINE

Brand characterisitics

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CANNIBALIZATION PREVENTION

Different product linesBrand characteristics and concept

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POSITIONING GRIDE

What are the attribute to say that it’s a product that’s more feminine?

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Europe

• Most significant Continent in males grooming• France and the UK • British man spent an average of

$3.8 on skin care products $86 M

• Germany and Spain• Italy just managed to eek out some

growth.

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U.S.

Over all US selective distribution channel has declined in growth. The market for facial skincare has experienced steady growth since 2004.In the US, cleansers as the largest share of the market.

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Asia

2009

2008 skin care, is expected to achieve significant growth over its current $185 million size.

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Asia Pacific

• In Asia Pacific, Cleansing or Facial skin care has high adoption rate • The more specific the product. The lower the adoption rate.

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MALE GROOMING INGREDIENTS Surfactants: such as sodium laureth sulfate, a basic detergentStearic and oleic acids: fatty acids commonly used in creams Carbomers: the polymers that maintain creams' emulsified stateDenatured ethanol: (particularly found in fragrances)Bisabolol: made from the essential oil of German chamomile, this thick oil lubricates dry cells, improving appearance. It has a wide range of applications throughout hair and skin care productsDimethicone, or variants thereof: this silicon polymer is used as a conditioning or protective layer in skin and hair products, valued for its flow propertiesGlycerin and its esterified form (glyceryl stearate): retain moisture, as well as acting as lubricants.

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What is your flaw and how will you overcome it?

L\'Oreal Brandstorn 2010 Unleash

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