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L’Oréal Brandstorm 2011

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Men’s Salo

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Metrosexual Male

Perspective of today’s Male A good appearance for:

Confidence Success in professional life Success in personal life

Spurred by personal ambition rather than pressure from friends and partners

Longer hair among the college youth more of a sign of freedom of thought and individuality, in opposition to the conformity of societal norms.

Market facts

The men’s grooming market includes face cleansers, moisturisers, hair gels, body washes, deodorants and shaving products.

Men’s grooming market International $20 billion Indian $5 billion

Per capita expenditure on male grooming India is less than $0.5 annually (Grow at 25%) UK $23 (Grow at 12%)

Hair grooming and styling market

Opportunities Economic growth particularly in developing countries Enhanced connectivity of even the poorest corners

via the Internet, popularity of men’s magazines Male users of women's skincare products to products

developed specifically for them Rising awareness of the professional

Threats Competition, many local players coming up strong in

developing countries Economic slowdowns Competition from international brands

Consumer Value Hierarchy

Mass Market

HUL – Dove, Sunsilk

Godrej Sara Lee – Brylcreem /Brylcreem Hybridz

L’Oréal – Matrix Men, L’Oréal Paris, L’Oréal Professional

Marico – Parachute Aftershower hair cream, Parachute Therapie (Hair Fall Control Therepie)

Paraspharma – SetWet hairgels, haircreams

Professional services and products

Kaya Skin Clinic

VLCC

Jawed Habib

L’Oréal Professionnel Homme

Lakme

Distribution Channels

Mass-market channels (mass market products)

Department stores, duty-free shops (luxury products)

Hair salons (Professional products) Pharmacies, health outlets

Beauty Salon Market – Men’s Perspective

Salon Market Characteristics•Increasing number of unisex salons, local and organized•Caters to males, 25-45 yrs•Seasonal demand, crests in October – December due to festive and marriage season; lean period during June

Five Forces Analysis – Male Grooming Industry (India)

Primary Research on males of age group 20-25(middle-high class)

Preference Services seeked

Primary Research on males of age group 20-25(middle-high class)

Analysis of professional services market Highly untapped market

Services seeked other than hair services very less

Professional products from salons, not an

attractive distribution channel

No inhibitions expect the lack of expertise in male services

Price wars among competitions can be expected

India launch in January, 2009

Tagline ‘Especially for men’

Three segments : Haircare Styling Color

SWOT Analysis

Opportunities

Positioning Make the Indian man feel empowered and confident

in society helping them to achieve success in life

Place Tier-1(Metros) and Tier – 2 cities (Hyderabad,

Jaipur, Chandigarh) State capitals and Corporate hubs like Gurgaon

Product-Mix Standard services – hair cut, styling, Special services – hair color Party/Marriage packages

Opportunities

Pricing Premium pricing Average one time visit cost 1000-1500 excluding

off the shelf merchandise sales Promotions

Sponsoring with National/IPL teams Product placement in movies Online media and social networking sites Marketing through campaigns like Gillette Shave

India, and Dove evolution Tie-up with wedding planners