L'Oreal Redken For Men

Résumé du document

As a part of the seminar ‘Marketing stratégique et opérationnel', we are going to take on the role of a marketing manager in order to propose a new range of products that could allow Redken for men to become the number one men's brand in the salon professional industry.

To be able to do that, we will begin by a study of the men hair care market based on the analysis of the general market, the consumers and the competitors.

In the second section, we will analyze the status of Redken For Men and two of its closest competitors in order to build the SWOT analysis of the brand in a local market.

The third part is dedicated to our creation of new products, packaging and communication campaign that will result from the analysis.

Extraits

[...] Redken has developed a good knowledge about hair. Since their introduction of their concept of protein reconditioning, Redken has been able to acquire patented protein technologies and has at this moment over 60 global patents on products and ingredients. Nowadays, Redken products are available in professional beauty salons in more than 50 countries. Moreover, Redken for men takes advantage of the Redken's image that is represented by professionalism and fashion. Indeed, they have been able to combine their awareness of fashion (street trends and modern hair needs) and their scientific strength. [...]

[...] In a community where the appearance seems to be more and more important, the hair is probably the symbol of beauty, charm, seduction and also strength. The men hair care market can be divided according to the distribution channel whereby the products are made available to consumers. The Redken For Men range is composed of professional products belonging to L'Oreal's professional products division that are on sale in salons. In 2005, this division had grown ahead of the market and its main competitors: The turnover has known a growth of all over the world and a growth of in Western Europe. [...]

[...] Animations during the day During this day, there will be, in permanence, some stands with professionals about: Information about Redken For Men Hair and styling tips Free samples (Small black plastic bags with one shampoo and one styling product) will be handed out. There will also be one main stage with all day long: Small concerts and shows. The contest A big contest will be organized on the main stage. This one will be named “Change your friend's hairstyle”. It will take place every 2 hours times a day). What do they have to do? Students will have to change a friend's hair using Redken's products. [...]

[...] The name of our range would be "Mister" because, even if this product range will be young, we want older men to be able to identify to this line. It seems also important for us to give a touch of humor to appeal to younger men. We will then adapt the message. He represents to the men not able to stay in place more than a few minutes. He is always in action. He is also doing sport frequently. Shampoo: A shampoo for “frequent that does not damage hair if used often. [...]

[...] Over the last few years, this market has been exploding. There has been an evolution in the mentalities and the behavior of the male consumers. Since this change, men are more disposed to spend time and money on their appearance. Indeed, nowadays, men care about their look, their health and their wellness. Men take care of their image and their body. So it is a huge opportunity for the cosmetics market. Furthermore, the male cosmetics market does not seem to be saturated. [...]