L'Oréal and the Metrosexual target

Extract

[...] The market for man represents, on a world level, approximately 3 billion Euros (price left factory) and nearly 700 MEUR for only products of care. In France, the market grew with an average annual growth rate of more than over the period 1997-2001. In this context, the industrialists for beauty are confronted with the following stakes : To work out a specific cosmetic offer for the characteristics of the male skin- different from that of women (thickness, rate/rhythm of ageing, secretion of sebum)- are necessary; To invest in R&D to guarantee about the product, knowing that men seek, above all, simple products of care, fast for use, with immediate effectiveness and convincing results; To give an image with a major offer, generally after having initialized the market with products of shaving; To organize a distribution, specifically for the male target, by holding account of two major factors: - the beauty for man is still subjected to taboos, which implies an anonymous and discrete distribution- except for the perfumes and the products for toilet use; - the woman still holds a strong capacity of regulation and carries out the main part of the purchases. [...]

[...] Pricing strategy The pricing strategy includes the price of the products and the promotional strategy. The two points are essential to begin the campaign. The price was decided in the division of products, now we must see the pricing strategy about the campaign: 6 million euro for sponsoring, product distribution for printing in 4x3, in 100 cities and in magazines 60% for television. Strategy L'Oreal is symbol of quality. This brand has got a high image all around the world and the different prices are always a little bit more expensive than the other brands. [...]

[...] 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. Perhaps we will launch other products to amplify the brand. So, if you have understood, there are two parts : In the beginning of spring (March), we will launch the first campaign and propose a new website with advices for the metrosexuals and usual consumers. A second campaign, with billboards, will begin in July, during the summer, for people to think about buying metrosexual products and trying it out during holidays. [...]

[...] Target consumer The target is segmented by four factors: sex, age, geographic situation and standard of living. About the sex, as we have said before, the target is men. Only men because our range of products are strictly for men. About the age, the metrosexual are aged between 20 and 40 years. That's why the campaign will be based for this age group but we can hope that the target, with time, will spread. About the geographic situation, the word metrosexual comes from ‘metropoles' and our products will be launch in 5 big cities. [...]

[...] To show them that we are listening to them and are able to give them all the advices they need. Then, we want to communicate that they will feel better in paying attention to their skin, their body. 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. [...]