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L'Oreal London Presentation FINAL

L'Oreal Brandstorm 2011
by

Stephanie Turton

on 2 October 2013

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Transcript of L'Oreal London Presentation FINAL

Concept
Male Grooming
Professional Pack
The Salon
Environment

Communication
Strategy

Phase 1 - B2B
Phase 2 - The Launch
Phase 3 - B2C
In Store Environment
Leaflet
Appointment Card
'Between 2008 and 2010 there was a 50% increase in the number of men visiting hair salons to have their hair dyed'
Harry Wallop, Telegraph : March 2011
The pro pack will be sent to all salons that provide the colour charge service

The professional pack offers an insight into the range and how to use and apply products
Phase 1 B2B
Phase 2
The Launch
Phase 3
B2C

The Future
Product range
1) Print campaign to raise awarness
Toni & Guy
Hairdresser Journal
Estetica UK
2) L'Oreal Colour Trophy Awards
Introduce the male market to the idea of hair colouring.

Colour Charge - Professional in salon service to enhance existing hair colour.

Re charge - Professional product range, prolonging the colour charge service results.
Target Market
Primary demographic : 25-40 yr olds

Socio Economic Group : ABC1'S

New Masculine
Charge London Promotional Launch
The difference colour can make
Collaboration with Evan Grant - Charging 5 key London monuments

Charge Buildings with promotional
colour light displays

Brand awareness, word of mouth and PR coverage

Promotion and consumer invites via LPH Iphone application & facebook
High profile print advertising campaign
Year One

Introduce colour charge to all L'Oreal Professionnel representative salons

Maintain high profile print campaign (B2C)

Year Two

Create more colour shades including fashion colours

Introduce more colour enhancing products to the re-charge range
International Adaptability
Colour charge is internationaly adaptable

The shade offering will be tailored to each geographical location
market trends
Low commitment - Demi Permanant colour enhancing wash

5 - 10 minute development time

Available in 24 shades

Lasts approximatly 4 - 6 weeks

Service RRP - £22.50
Point of Sale
Steph Turton, Faye Danks, Chloe Fillingham
Team Great Expectations
The Launch Night
L'Oreal Professionnel salon in London

Demonstrations of the Colour Charge service and re charge product range

Impressive colour light displays
Colour prolonging shampoos and nourishing conditioner

5 main colour shades

Shampoo rrp £9.50 Conditioner rrp £5.50
Thank you for listening
In Salon Service
Full transcript