L'Oréal and the Metrosexual target

Résumé du document

‘An urban male with a strong esthetical sense who spends a large amount of time and money on his appearance and lifestyle.' Like soccer star David Beckham, who has been known to paint his fingernails, the metro-sexual are not afraid to embrace their feminine side anymore.

Mark Simpson invented this term in 1994, and it drifted slowly from one media source to another throughout the rest of the 1990s and early 2000s. Then Simpson wrote another article about metrosexuals in the online magazine Salon.com on July 22, 2002, and the term took off. Since then, it has been picked up by thousands of media outlets, has made numerous TV appearances, has produced at least a couple of books, and has been used in untold numbers of cocktail party conversations.

Extraits

[...] But before that, we want to see if the product works and then will we decide if we have to remove the strategy or not. The samples will be small, but big enough to test the cream. The packaging will be like this one: Event sponsorship L'Oreal is an international company. Its reputation is known as a luxurious and quality brand. Our brand will sponsor events that are close to its image. The events have to be popular, known everywhere, luxurious, and masculine. The image of the company traduces the desire to be close to the consumer. [...]

[...] The situation analysis is essential because we are going to launch our three products in five occidental big cities: Paris, London, Berlin, New- York and Tokyo. Let's have a look at the media availability, cost, legal regulations and the cultural norms. Communication objectives The communication objectives are the following points: our target, the time period and the budget. The desired outcome will take time. First of all, we want to attract our target with the first part of our campaign and then we want to make them buy our products. [...]

[...] Taking care of somebody is not only a woman's message! It is a universal message. The promotional campaign Now, you understand what our goals are. You know the objectives, but let's see how we are going to achieve these objectives! We will tell you the message of the advertising, which type of media we will take, our pricing strategy, whether we will use sponsorship, public relation, direct marketing, and personal selling. Message and execution The message is what we have just said. But it is our overall message. [...]

[...] This investment, coupled with L'Oreal's considerable scientific expertise in all departments, is what gives the Group its innovative edge. To be or not to be Metrosexual! Is metrosexuality only a wave of fashion or a reality? Do we know what we are talking about? To be a metrosexual is to be a man aged between 20 and 40 years old. The word comes from ‘Metropole' and not from ‘Métro'. It is the urban and fashionable man, who likes shopping, choosing his clothes with attention and likes fashion brands. [...]

[...] Our cream will relinquish and will clean the skin of the body. The consumer will be ready to spend a good night without distress. This anti-pollution mask will be put forward in a pot of cream of 150ml and it costs the same price as a woman hydrated cream, about A lipstick, ‘feel good' A lipstick for men that will make lips brighter, softer and will attract the attention of the people present. It's something to add into the metrosexual preparation or attitude, but this king of gadgets is not really cheap and we propose it at The positioning We want to enter into a new niche market that is still not very exploited. [...]