Martins L’Oreal Professionnel Homme

8/3/2019 Martins LOreal Professionnel Homme

1/15

HOWTOATTRACTMENINTHE

SALONS?

L

ORAL PROFESSIONNELHOMME

PRE-CASE STUDY: Giulia Agostini, Mihaela Pisau, Martin Stenner


2/15

MARKET COMPETITION

CONSUMER BRAND

BEAUTY PRODUCTS BEAUTY SERVICESEXTERIOR WITHIN

HAIR SKIN FOOD SUPPLEMENT

FACE

Conditioner

Styling

ShampooHair Spray

Hair ColorFragance Hair&Shave

Treatement Shave

Fragrant After

Shave&Ancillary

Make upCleansers, Moisturizers,

Exfoliators

Age Specialists

Eye Products

Skincare (anti aging

/wrinkles, firmness,

moisturizing)Haircare: anit-losing,

streghtening

Hairwashing

Treatment

StylingHair colouring

Shaving

BODY

Depilatory

Treatment Shave

Juices/Fragance

&Ancillary (Lotion, Talc,Bath-Shower gel,

Deodorant)

Body Cleansers/Body

Gels

Deodorant

Body Moisturizers

Body Exfoliators

Sun (In-Sun/Self-Tan)

Suncare (prepare

internally the skin)Slimness&Fitness

Skincare: firmness,

moisturizing

Massage

Manicure/pedicureBleaching

Hair removal

MARKET DEFINITION: European beauty market to serve men with professional

products & services

Kits


3/15

TO ADD: Male grooming in detail EEU

Beauty WEU

Male grooming WEU Trends

MARKET COMPETITION

CONSUMER BRAND


4/15

What Fundamental Charateristics define the global and local market?

Growth opt&threats?

Charateristics of the distribution channel?

MARKET COMPETITION

CONSUMER BRAND


5/15

MARKET COMPETITION

CONSUMER BRAND


6/15

MARKET COMPETITION

CONSUMER BRAND

Age & Male-

segment

Teens aged 14 to

17 years

Young Adults

aged 18 to 24

years

Adults aged 25

to 34 years

Mid-lifers aged

35 to 49 years

Seniors aged

50 years and

over

Somethi

ng about

men

getting

older

Teens are an important

demographic for

manufacturers to target

as they are forming

grooming habits that will

last over the long term,

and increasingly choose

their own products.

They are also highly

experimental, howeverthe overall number of

Teens is shrinking.

CAGR Growth 03-08:

0.7%

Young Adults are in

a transitional stage

in their lives from

education to

financial

independence that

engenders several

particular need

states. They tend to

have active sociallives and this

obviously has an

impact on their

grooming. In

addition they are

prone to

experimentation and

are particularly open

to media influence

regarding fashionand grooming.

CAGR Growth 03-08:

0.6%

Adults have

generally developed

grooming habits and

preferences, and are

more discerning

consumers who

require more

sophisticated

targeting in line with

their needs andaspirations. While

they also have

higher disposable

incomes than Young

Adults, the number

of Adult male

grooming occasions

is falling as the

numbers in this age

group are falling.CAGR Growth 03-08:

-0,6%

Mid-lifers have

established

preferences, are less

experimental and

generally more

attached to

traditional male

attitudes regarding

grooming. However

they are alsoconcerned with the

effects of ageing on

their appearance

and therefore open

to trying new

products and

practices provided

these are discreet.

CAGR Growth 03-08:

1,8%

Men aged over 50

are the most difficult

group to target as

they are the most

resistant to using

new products and to

adopting new

practices. They are

also smart

shoppers who are

not easily influenced

by advertising and

the media. However

they are the fastest

growing group both

in terms of their

numbers and the

number of personal

care consumption

occasions. They aremost likely to try

products that are

developed for their

needs, and wish to

keep looking good

for their age.

CAGR Growth 03-08:

2,5%


7/15

MARKET COMPETITION CONSUMER BRAND

IIThe trends.

Right now the trends in the market is directed towards Life success

Creativity

Aura, Touch, Talent

Pathfinders, Social Leaders, Entrepreneurs

Leadership, Self-confidence

Independence, My own Success, Making it happen for oneself

Manly Man

Elegant, Sexy

Ecology, Traceability, Health

Work success only

Hard work, Power play

Physical Strength

Linear Path, Inherited Success, One-track minds

Charisma, Self-Consciousness

Feminine appearance or attitude

Light-headedness

Self-preservation, Status Quo, Daily Routine

Compared with an

increasing usage of

mens haircare in Europe

of CAGR 1,7% and the

overall market with

CAGR1,3%, the

consumers seems more

primed on trying out

mens only cosmetics

and saloons.

34

513

158

48

Number of mens personal care occasions;

Europe 2003-08(Billions)

Skincare

PersonalHygiene

Haircare

Fragrances

34

481

145

46


8/15


III- Who goes where and where

Maybe we should add a fake field study here


9/15


Barbersho

p

Tradition and

culture Straightforward service

100% Male

Consumerloyalty

UnisexSal

on

Constant customerflow

Cross sales(womanbring theirpartners)

More fashionable/trendy than barbershops

Expanding onexistingpremises(economyof scope)

MensSalon

New concept tocreate market

Tailored complete(beyond hair) serviceand product line formen

Beauty Communityfor men

Prime locations

... and more


10/15


Barber Shop Tradition

and cultureStraightforward service

100% Male

Consumer loyalty

Unisex salonConstant customer flow

Cross sales(woman bring theirpartners)

More fashionable/ trendy thanbarber shops

Expanding on existingpremises(economy of scope)

Mens only

New concept -> Marketcreation

Tailoredcomplete(beyond hair)

service and product linefor men

Beauty Community formen


11/15



12/15



13/15



14/15



15/15


Documents

Martins L’Oreal Professionnel Homme