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Changing the Male Body Image Ideal
Shift in masculinity:
Men care more about
their physical appearance
Increasing male body
dissatisfaction: 190% increase
from 1970
Appeal to women:
2/3rds of women want men to shave
their body hair
Hargreaves, D.A. & Tiggemann M. (2009). Muscular Ideal Media Images and Men’s Body Image. Psychology of Men & Masculinity, 10(2), 109-119. Patino, A. (2005). Male Body Image and the Fear Appeal. Advances in Consumer Research, 32(1), 260-263. Dworschak, Manfred. "'Back, Crack and Sack': Pubic Shaving Trend Baffles Experts.” Spiegel Online International. N.p., 29 Aug. 2009. Web. 16 Mar. 2014.
Men & Grooming
Increasing awareness of men’s grooming due to: – A more sophisticated male consumer – More experimentation by men – Higher demand for specialized products
Euromonitor International. The Changing Role of Men: How This Is Affecting Purchasing Habits. Rep. N.p.: n.p., 2007. Print. Strategy Briefing eMarketer, "The State of Men,” Rep. N.p. 2013, JWTIntelligence, Ispos. USA Men’s Grooming Attitude & Usage Report, May 2012
1/3 OF MEN HAVE
REMOVED BODY HAIR
0%
10%
20%
30%
40%
50%
60%
Growing acceptability of hair removal
48% OF MILLENIALS 36%
OF GENERATION X
24% OF BABY BOOMERS
Increasing number of men undergoing hair removal treatment
“Male clientele jumped from 5% of business to 60% in the past few years”
– Ted D. Bare Salon, L.A.
“Male waxing customers have increased by 30% this past year”
– Shobha Salon, NYC
“Number of men undergoing laser hair removal rose by 86% last year”
– London Hair Removal Clinic
“Men find it intimidating, exposing themselves to a stranger. […] They ring up saying ‘My girlfriend wants me to do this’”
Datalounde. "The New Male Grooming Obsession." DataLounge. N.p., Jan. 2014. Web. 16 Mar. 2014. Innes, Emma. "The Rise and Rise of MALE Hair Removal" Mail Online. Associated Newspapers, 24 Jan. 2014. Web. 16 Mar. 2014. Corbett, Holly. "Manscaping: A Guy's Guide to Getting Rid of Body Hair." Men's Fitness. N.p., n.d. Web. 16 Mar. 2014.
Male Attitudes Towards Grooming
“I want to keep my grooming routine as simple as possible”
“Once I find a product I like I rarely switch”
“I don’t mind giving a new product a try
if my girlfriend suggests it”
78% AGREE
67% AGREE 57%
AGREE
Ispos. USA Men’s Grooming Attitude & Usage Report.
Male Body Grooming Options Ease Simplicity Pain Cost Efficacy
Shaving
Waxing
Permanent
Depilatory
Good Bad Legend:
Geography Market Value (2012) Growth (5 years)
World $4.7 billion 28%
North America $1.6 billion 17%
Western Europe $1.3 billion 1%
Asia Pacific $0.6 billion 76%
Latin America $0.6 billion 159%
Depilatory Market (incl. female products)
4th FASTEST
GROWING SEGMENT
Euromonitor International. Depilatory Market Size – Global Market.
15% of Body Shaving Market
Of the best-selling depilatory creams on Amazon.com, one third are male-designed products.
Proven Male Demand
“Male depilatories are
one of the most
untapped sectors
in the grooming
market.”
– Euromonitor International
BLUE OCEAN OPPORTUNITY
No premium male depilatory cream offerings exist in the market.
4-7x / week
1-2x / month
Ultimate Men’s Body Grooming
Hair Removal Cream
Soothing Skin Salve
Daily Skin Treatment
Hair Removal Cream
Calcium thiglycolate & hydroxide and naturally-sourced, efficacious ingredients
Painless, zero-hassle solution to man hair grooming
Premium product designed especially for men’s coarser hair and more sensitive areas
Ginseng Root
Brightening & energizing
Green Tea Oil
Antioxidants & UV protection
Wild Thyme & Vanilla
Anti-inflammatory & fragrant
Any hair removal process is stressful for the skin
Calms & fortifies skin and makes it feel even more energized than when you started
Soothing Skin Salve
Aloe Vera
Anti-inflammatory, cleansing & purifying
Chestnut Extract
Skin softening & purifying
Vitamin E
Antioxidant; repairs skin dryness & aging
Menthol
Skin cooling & tightening
Caffeine
Tightens, firms, and smoothes skin
Tighten muscle appearance
Daily Skin Treatment
Energize your skin
Prevent ingrown hairs
Slow hair regrowth
Top-of-mind, daily-use moisturizer to treat your skin in four distinct ways
Papaya Extract
Skin renewal, exfoliating & softening
Creosote Bush Extract
Hair growth retardant & antioxidant
FACIAL PRODUCTS BODY PRODUCTS
FACIAL CARE FACIAL GROOMING BODY CARE BODY GROOMING
CLEANSE / TONE
MOISTURIZE
SPECIALITY
Men’s Product Geography
New product category
opportunity with zero risk of
cannibalization
Strategic Fit for
Innovative and naturally efficacious product offering
Addresses a real customer need
Increases basket size for purely incremental revenue
Attracts a new customer base of athletic men
Pricing
€21 REMOVAL
CREAM
€14 SOOTHING
SALVE
€19 DAILY
TREATMENT
€19 250ml BODY WASH
€21 125ml FACIAL MOISTURIZER
€14 #1 AMAZON MALE REMOVAL CREAM & SALVE
€34 STARTER
KIT (HALF-SIZES)
3 Primary Target Markets
Current male
customers
Polished professionals, affluent adopters,
trendy triers
Current female
customers
Women comprise over 50% of male product
purchases
Athletic men
New need-based demographic to attract to Kiehl’s
Communications Objectives
Reinforce male grooming as a masculine practice deeply rooted in athleticism
Establish premium depilatory creams as the clearly superior method of body grooming
Keep in line with Kiehl’s brand personality of apothecary, authentic, adventure, NYC
Interactive, wall-mounted boxing simulation
Kiehl’s donates money to regional charities tied to score
All players get deluxe samples, top scores get gratis product
Launch: In-store activation
Sampling D
elu
xe
Satc
het
EMPHASIS: LAUNCH • Set included with all in-store & digital purchases over €25 • Incentivizes male interaction with in-store activation • Target women heavily to gift to male non-customers
EMPHASIS: POST-LAUNCH • Set distributed together with all male product purchases • Also functions as an in-store patch test
Gra
tis
EXCLUSIVELY: PRE-LAUNCH • Distribute to stores’ most VIP customers pre-launch • Generate buzz amongst loyal brand advocates
Capitalizes on proximity to the 2016 Olympic Games
Athletic Partnerships
Host press events in flagship stores with the boxing game, featuring national athletes supporting their charity of choice
Kiehl’s country websites
Body Grooming mini-site
Featuring fun facts, ingredient info, how-to-use instructions, insider tips, testimonials, and rich video content.
Social Media
YouTube web-series • Featuring relatable, amateur athletes at their local gyms • Short, funny anecdotes on waxing/shaving mishaps & product tips
Facebook image posts • Highlight fun facts regarding male
grooming & the product line • Strongly in line with the Kiehl’s brand
personality
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