L'Oréal Paris hommes

Extract

[...] Even famous people are respected for their masculinity. Robbie Williams or Georges Clooney, are confessed cosmetic consumers. Ben Affleck recently became the new face of L'Oreal (except in North America and Mexico). Men tell market researchers that they are more interested in generalities like "improving natural health”. Moreover, the effectiveness of a product is the most important factor for men. SURVEY Considering the strong social and cultural trends that push the market, it's clear that male grooming products have great potential, even though men's behavior is changing slowly. [...]

[...] TV: L'Oreal usually uses famous people for its commercials. For the Men Expert commercial, it decided to change the way it acts, by making a commercial with anonymous characters. The commercial is the same in both the regions. PRODUCT The Men's expert product will be the same in all the countries where it will be sold. The packaging will be the same. Because men in Europe and North America are sensible to the new technology and also to the effectiveness of the skin care products, Men's Expert has a packaging which reflects high technology with silver and orange colors. [...]

[...] David Beckham, the man who British academics have credited with changing male behavior, has been deemed the ultimate metrosexual. WHY As women assert their presence in the workplace, it seems oddly appropriate that men should saunter in the other direction: beauty. Looks are becoming increasingly important in the social sphere, and it is thus hardly surprising that men are paying more attention to their appearance. The feminist movement has been the biggest contributor to the men's market since it has developed, and now it is more socially acceptable for men to purchase skin care products. [...]

[...] department: new technology innovation Opportunities Threats New market in the world Saturated feminine market in Europe Opening of the masculine market and US The request of the costumers High concurrence: UNILEVER & innovation PROCTER & GAMBLE New statute of the men in society ONG PORTER ANALYSIS PART II: THE IMPORTANCE OF THE BRAND IN VALUE CREATION CBBE Salience: L'Oreal answers to simple needs Category: low-priced product aimed at a large public Needs satisfied: to offer to take care of men and women every day, with their creams and beauty products which are accessible because of their prices Very good awareness of the brand (ability to recall and recognize the brand) Excellent identification for all brand L'Oreal (logo, brand name) Lot of association in collective memory (design, color, ads) Performance: L'Oreal delivers products which are very innovative and are produced using high technology. [...]

[...] Thus people get the impression that they are being listened to, and that L'Oreal offers what they desire. They have the feeling of being respected. Furthermore, L'Oreal has an image of fun, because you can try different colors for your lips or your eyes, or kinds of different creams, and it is fun to be able to change when you want. Resonance: The connection between L'Oreal and the population is very important because the brand has high respect for their customers and the environment. [...]