L'Oréal new product development 2004 campaign global advertising and promotional plan for the metrosexual

Résumé du document

"L'Oreal's commitment is to create products that would offer women new ways and means to enhance their beauty?. The L'Oréal story begins in 1907 when a young French chemist, Eugene Schueller, invented the first hair colorant. Success was immediate and since then L'Oreal has gone from strength to strength. Through diversification, the group has developed various business opportunities in the field of cosmetics and is also active in luxury goods and in the dermatological and pharmaceutical fields. Present in most countries across the world, today L'Oreal is considered as the top international brand: the group has a presence in five continents and employs more than 48,200 employees. L'Oreal, the world leader in cosmetics and beauty products, now markets over 500 brands and more than 2000 products in most sectors of the beauty business.

Extraits

[...] We will introduce them the way to use our products and how to use them. In addition, we will explain them the interest which each man can have to use the products. We will also insist on the masculinity of our product, we are aware that men pay more and more attention to their skin but on the contrary looking after its appearance is not really a masculine behaviour, that why we would like to fight against this paradox. Men are worried of their appearance and skins but they don't want to show this facet of their behaviour and they don't really talk about it easily, it is a kind of a shame. [...]

[...] In addition, we want to let our potential customers know that those products are also a way to seduce women taking care of themselves. Those products will help them to prepare their skin against the ageing of their epidermis. The advertising message that we want to let our future clients know is that those products have several effects. Finally, we chose a music which is culturally appropriated to both countries, this song is quite young and appreciated by all categories of people, it is not aggressive even if the music is dynamic, it can catch the attention of the audimeter. [...]

[...] In the global $60 billion beauty industry, being first feels familiar to L'Oreal: the total turnover for 2003 amounts to $14 billion, which represent a market share of about 23%. For this reason we can estimate that the beauty and cosmetics market is really “fragmented” because even if L'Oreal is the leader on this market, the company is not in a clear dominant position, for example: the world's number two cosmetic marker, Procter & Gamble has got a market share of with a total turnover for 2003 of $12 billion for the beauty market. [...]

[...] Each year the Group devotes of its turnover to Research and Development which represented in 2002 $594 million (the double of its nearest rivals). “Although L'Oreal takes a global approach, the company is keyed to the chronological and cultural differences of its consumers.” At the beginning L'Oreal used to focus on ideal consumer” but now the group needs to adapt its products or create new products which would correspond best to all women's needs across the world: from Paris to Delhi. [...]

[...] In addition, we decided to associate this projet with a celebrity who is very popular and representative of the metro sexual community, David Beckham. [...]