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L’Oréal Men Expert Presentation

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by

Charlotte Wise

on 10 April 2014

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Transcript of L’Oréal Men Expert Presentation

Review of L’Oréal Men Expert & Male Grooming Market
STRONG MARKET GROWTH
Acceptance of male grooming
Simplicity
Multi-functionality
Key Brands
Nivea for Men
⁻ Strengths: Reputable, resourceful
⁻ Weaknesses: basic, dull packaging
Gillette (P&G)
⁻ Strengths: Financial Resources, Strong brand ambassadors (Roger Federer, Jenson Button)
⁻ Weaknesses: Focus on Ambassadors leaves brand vulnerable (Tiger Woods)
Axe (Lynx) & Dove Men+Care (Unilever)
⁻ Strengths: Effective advertising campaigns, strong CSR, strong market coverage
⁻ Weaknesses: Male products can be overshadowed by women's

Ad Review
SWOT ANALYSIS - MEN EXPERT BRAND
TRENDS
Debenhams reported that this year men spent
24% more
on male grooming products than in the same period last year
UK male skincare market is worth an estimated
£600m
– The Guardian, September 2013
Sales set to exceed
£1.1bn
by
2017
(UK Market Projected)
But Why?
L’
Oréal 2010 Men’s Grooming Report
found a strong
statistical link
between increases in
male grooming
and levels of
confidence
and
attractiveness

72% of men felt more confident when well groomed

Market research shows male grooming is much more widely accepted
Most Appealing
Least Appealing
Too simplistic
Not informative
Product benefits?
Strengths
Weaknesses
Opportunities
Threats
Innovative
- “Hydra Exclusive Moisturizer for 3 days beards” or “Men Expert Thermic Resist Fragrance Roll On”.
Vast product range
- deodrants, facial cleansers, exfoliants, moisturiser
Customer Awareness
- Pure Power, Vita Lift
Pricing

Negligence to some products - Deodorants
Expanding market
easy to capitalise upon
Growth
- 4th consecutive quarter of UK GDP growth
Change in social trends
Competitors

Over-sophistication

Gerard Butler
Colours - black/orange
Simplicity
Concise
Full transcript