erins pp

I'm really sorry that they are all in the wrong order! But it starts from the SWOT

Here are my notes that go along with it! Not sure how much sense it will make,

L’Oreal Presentation
23 global brands divided into consumer products, luxury products, active cosmetics and professional products where L’Oreal Homme fits in.
Most successful Consumer Products are significantly strengthening their positions, thanks in particular to the very strong dynamism of Maybelline.- Loreals latest press release
A key strength ‘world’s largest cosmetics group’ and on 21st October 2010 announced a ‘15%’ growth. –compared to 2009 WSJ
Weakness /appear ethical to consumers
L'Oreal boasts about its commitment to 'skin and hair diversity' yet advertises a whitening cream in India
The good news is that customers around the world are increasingly looking at corporate social responsibility as a deciding factor in their buying decisions. (The Guardian)
Key Opportunity is the men’s grooming marketing £850m and has grown nearly 50% (over a decade) The Guardian
Threat: saturation - The maturity of the European market, where L’Oreal is dominant, suggests this rate of growth is probably gone forever. Ft

Slide 2
L’Oreal Professional Homme
According to website L’Oreal Professional Homme website the brand was created because it is the result of comprehensive research into the professional grooming industry and designed to meet specific needs of men’s hair
Products cover 5 and anti yellow shampoo/ lower premium level
L'Oréal Professionnel is the business and creative partner of over 1 million of the world's most dynamic hairdressers. L'Oréal Professionnel partners are growing faster than the total salon market.
buy products online/amazon

Competitors 3
The market for men’s grooming is fairly saturated and there are many competitors for L’Oreal Professional Homme.
According to an article in the Guardian this sector is resisting the downturn. We have spent 50% more on trips to the hairdresser in the last decade.
Split into three different areas, Professional products/ Consumer styling products /L’Oreal brands split into mass, mid and premium products and services.
L’Oreal has brands at all levels competing for overall market share. Even mass consumed brands such Elvive are following mens grooming trends when designing new products as they have just released a thickening shampoo for thinning hair.

Slide 4
The places where these products are going to be used – These are salons from Nottingham and Leeds. Each one you’ll have a very different experience.
It is only the quality of the services and the L’Oreal recognition that links them together
According to the peppers hair stylist they buy the products in bulk and it is up to them how they display or place them. In Peppers they had a wide variety of products from different brands incliuding L’Oreal brands.
Fudge was most popular.

Slide 5
American Crew seemed to be the most popular brand when asking in salons and they appear to be a key competitor.
They are an American brand with preppy packaging, although stylists and consumers agreed that it is the product that is most important especially Fiber which is.
cutting edge technology/ Trichology system which helps to prevent hair loss and used a high profile marketing strategy to promote it.
This also fits in with a major trend in the male grooming industry – according to Marketing 6million men list hair loss as a primary concern in regards to their appearance.

Slide 6
Non- L’Oreal salons to understand competitors in terms of the context , in the places where services are given and products are sold.
The Refinery was recommended to us by a hairdresser who felt it was his favourite salon in London.
“It is Quintessential, a traditional Barber's shop. I think it’s different because of the little details we do like offering a hot towel at the end of every treatment. “Refinery Receptionist that it has the Harrods image , she also said that grooming and hair treatments were equal with men often coming in for a haircut and also getting a manicure.
Brik is a traditional barbershop style but offering hair styling quality.
They look for high quality performance from the styling products they use and are put off by big corporate brands like L’Oreal opting for brands like American Crew instead.

Slide 7
Online surveys to on the spot interviews with commuters.
Wide age/Market and consumers motivations more fully.
L’Oreal Proffessionel Homme “We have found a new type of man emerging. A man who is confident, discerning, and individual and who invests in premium brands to stand out from the crowd in a subtle sophisticated way.”
the ‘Degree to which men embrace the concept of grooming is highly age dependant younger men have grown up in an environment where attending to one’s appearance means more than shaving and spraying on deodorant.”
20 of the 26 of men we interviewed between the ages of 20 and 35 said that their appearance was very important to them. The most popular styling products were L’Oreal and VO5’ s matt Clay. As well as American Crew products.

What Next?
KPMG Focus group – need to narrow down our target consumer.
Find ways that will engage consumers with our research.
Learn more about the experience and context of the products being used.