L’Oreal Meeting
November 19th (Izzy, Katie, Erin)
Key Points Discussed
• Looking at adverts aimed at men and picking out key words that are used frequently. Why are these words used? Why do they attract the consumer? Meaning behind them/connotations etc. We could create a visual map of the most popular words used to market to men.
• When analysing adverts consider the ‘Ego boost’ mentality. Look at how adverts are used to make man feel good and feel like ‘the man’. Words and phrases such as ‘BANG’ and ‘You own it, live it’ etc (When considering the salon experience must think about that mentality and the way men like to feel like they own the room. How can this be translated into the grooming industry?)
• Look at all hair brands that exist within L’Oreal (male and female) and analyse them.
• During the focus group we could show men different types of adverts and ask them which ones do they think they are supposed to buy into? Which ones are targeted at them? (Will be interesting to see which ones they are attracted to)
• Research the ‘Evolution of the modern man’. Collect information relating to the development of the modern man through ‘lad culture’, metrosexual, ‘silver fox’ all these different phrases and the men that represent them. (Will come in handy when we segment the target consumer into more specific categories and we can identify different trends within the male personality type) We could maybe create a visual timeline which would document the evolution of the modern man and what that means for L’Oreal?
• What is the motivation for going to a salon? Convenience? Adverts drawing you in? Know you are going to get good service? Educational/Consultation purposes? To switch off/relax? Before a night out? Need to get more consumer insight in this area and think of innovative ways that we can do this.
• Professional. When marketing the L’Oreal Professionnel products and treatments in salons we could think of it from a perspective of marketing to the consumer as ‘The Professional’. This would promote the brand as developed for the more sophisticated consumer who knows more about grooming and needs a higher standard of product to use. Could appeal to the older man who is more established in his career/life and feels like a pro so wants to use professional products.
• How do men speak to each other when women are not present? Looking at how men interact with each other might help us establish the most effective methods of marketing and how the L’Oreal Professionnel brand can interact with the consumer on a personal level. To start with we can research online forums (IMDB, Sports forums etc), Collect the page from More magazine ‘Men overheard’, Listen in bars/restaurants? (Perhaps organise an afternoon to do a covert mission to a bar and listen in to male conversation)
• Look at influential men used in advertising. Who do men admire? Apart from actors/sportsmen who else in the media could we use to promote the brand. Think professional to Professionnel. (Use of Business men? Millionaires, Genius) A more intelligent approach to finding the face of the brand? In line with the idea that the consumer for this brand is a cut above the rest.
• Need to really establish the brand DNA. Cool/Understated/Premium? What does the brand mean? Perhaps develop a brand essence model and really get under the skin of the brand.
• Consider the methods used by last years L’Oreal group when fitting a male cosmetics product into a male lifestyle they chose ‘pens’ an everyday object that fits into male life. How can WE fit salons into the male lifestyle? How can they become part of a weekly routine? Alongside going to the gym and going to football training.. Once a week they go to a salon. Is this possible? How can we integrate the salon experience into everyday life?
• Consider example from ‘The only way is Essex’ Kirk having a shower, getting dressed etc then going BACK to the salon and having his hair styled for a night out. Is there a trend here? Do men want more information on how to look good? Women are taught from a young age by mothers, magazines etc how to be beautiful. Men are only taught how to shave. How can salons help men to maximise their appearance? Which products can do this?
• In terms of THEORY consider the leaders/adopters? Who do we need to target that are going to start a male grooming trend that others will follow? Look at the Essex Boy. Is this a leader? Go on an ‘Essex Night Out’ and get research on how those types of men think and their grooming habits and what attracts them to looking good and visiting salons.
• Look at Macro and Micro trends in the market e.g Mad Men, Brad Pitts beard, Recession, World Cup etc
• Collect information and create a timeline of men’s hair trends and the external factors that effect these. E.g Politics, Society, Recession War etc. thinking do men have more military style short back and sides hair cuts during war times than in a financial boom where men might have more elaborate or longer hair styles as a reflection of wealth and taste.
• Create a ‘hair journal’ of before and after photos of men visiting a salon. Take a photo before they go in to the salon and interview the male on what they hope to get out of the experience, what they want from their haircut, how do they feel etc? Then after the hair cut take another photo and interview him about the experience. Positives and Negatives? Are you pleased with the hair cut? What did you like about the salon? How did you feel during the haircut? What would you change about the experience? (Matt has said he will do this as he needs a haircut this week!)
• Look at male beauty/grooming brands that have associated themselves with very masculine activities. For example Nivea using the world cup or army for their campaigns. Is this sort of marketing effective and why? Does it allow men to justify using grooming products if they are associated with something very masculine? Use Mintel research to back up this area of thinking. Is this something that L’Oreal Professionel Homme could do?
• Think about translating the male bar/vip table experience of a nightclub into a salon experience. The feeling of exclusivity, waitress service/host, complimentary drinks etc (Could tie in to the getting ready for a night out mentality) But mainly thinking about privacy, respect, cut above the rest type attitude of a VIP table and incorporating that into an effective salon experience.
• We need to research Technology and Sciences. Services that men want and how we can use innovations in technology to provide men with this. Thinking about how you can take new technologies within treatments and products and within online/digital and incorporate this into a desirable salon experience for the new male. How can we be innovative when thinking about technology in salons? (E.g something like permanent makeup but for men)
• We need to consider how the L’Oreal Professionnel brand can be communicated across a wide variety of salons. (All very well coming up with exclusive treatments, technologies and marketing but its not going to have the same effect in Peppers Nottingham as it will in The Refinery in Harrods.) Should there be some sort of exclusivity in terms of the status of a ‘Loreal Salon’ what does that mean? Should there be a hierarchy of salons? Should it only be available in certain salons on the condition that they stock the WHOLE range and not just part of it? How can we promote that ‘Professional’ ‘Expert’ image across a wide range of different levels of salons? If this cant be done how can you reduce limitations in this area.
For Tuesday
• Go and buy L’Oreal products all together in the morning.
• While we are buying the products scope out the key competitors and pick out 6 of the main ones that we think are the largest threat to L’Oreal Professionnel.
• Collect adverts from competitors and ones aimed at men (Wide variety of products/brands)
• Create a competitor chart together in the afternoon that covers the USP, Mission Statement, Brand essence etc of our 6 KEY competitors.
• Try and organise a meeting with Gillian for Monday or Tuesday in order to talk through our ideas as we are missing the tutorial on Thurs.
• Plan what we are going to do for the focus group. In the meantime all try and think of things we can do to get relevant info at the focus group and then Tues we will put all our ideas together and come up with an effective structure.
• Need to really get inside the head of a man. What do they want? How do they want to feel? What makes them feel good?
Saturday, 20 November 2010
Thursday, 18 November 2010
Interview with Julia.
Interview with Julia Coy, Hair stylist at Ultimate Hair & Beauty.
Can you please explain the process of hairdressers training?
NVQ level 2 - 2 years practical and theory.
1st year –
• Consultations
• Shampooing/massage
• Blow-drying
• Setting (brick wind/directional)
• Styling/vertical roll
• Applying full head colour (permanent, quasi, semi permanent and temporary)
• Applying colour to roots
• Skin tests
• Incompatibility tests
• Strand tests
2nd year – Cutting
• Long graduation
• Short graduation
• Uniform layer
• One length
• Perm winding (directional, 9 section and brick wind)
Which brands products did you train with at college?
Wella products at college, such as shampoos, conditioners, colours and all Wella styling products.
Which brands products did you train with at the hairdressers you were working in at this time?
We used Matrix, Clynol and Goldwell colours. Then for styling we used Matrix, Clynol, DS:FI and Bedhead.
How many brands were for sale within the salon?
We had five brands for sale which is quite a small amount but we would have every product from each range that those brands had available.
When you left you had qualified and left your job at the Elite salon, were you looking for a salon that used the same or similar products to what you had used before?
Yes, I was looking for a salon that used Matrix colours, I wasn’t really interested in using Wella again. I would have preferred it if I was using the same colours at college as I did at Elite as well. In terms of styling products it doesn’t make that much difference but it would have been good if my new salon sold the same because I now have some knowledge of the styling products used at Elite and this would benefit me in my new salon.
What would you think if L’Oreal were to introduce a training programme into colleges so that their products were used to train with?
I think it would be a good idea because lots of salons stock L’Oreal products so it would make finding a salon simpler.
Do you think it would have benefited you if you would have been trained with L’Oreal products so had gained more information about the intended use of the products?
Yes, I feel as though with a lot of products I’m not entirely sure how to use them myself so I don’t always feel comfortable recommending them to a client.
Can you give me your general thoughts on men vs. women as clients in hairdressers?
I think that men are often more fussy than women, like they will tell you little details of what they want whereas women would be more general. I think that in terms of the haircut or colour it is much easier to inflict your own opinion on a man and he trusts you where as a woman is usually quite set in what she wants and it’s difficult to change her mind. If you explain a product to a man they tend to listen where as a woman seems to think she already knows what it does so isn’t as interested. Hardly any men have colours in comparison to women.
I think in terms of getting a client to buy a product, men are more willing and are very easily sold if you explain the benefits of the product. They can be persuaded very easily. Women, on the other hand have usually already decided before they even come into the salon whether they are going to buy a product that day or not.
Have you ever used L’Oreal Proffessionnel products?
Not yet, I’ve used Matrix and Kerestase which are owned by L’Oreal but not L’Oreal Proffessionnel.
Can you please explain the process of hairdressers training?
NVQ level 2 - 2 years practical and theory.
1st year –
• Consultations
• Shampooing/massage
• Blow-drying
• Setting (brick wind/directional)
• Styling/vertical roll
• Applying full head colour (permanent, quasi, semi permanent and temporary)
• Applying colour to roots
• Skin tests
• Incompatibility tests
• Strand tests
2nd year – Cutting
• Long graduation
• Short graduation
• Uniform layer
• One length
• Perm winding (directional, 9 section and brick wind)
Which brands products did you train with at college?
Wella products at college, such as shampoos, conditioners, colours and all Wella styling products.
Which brands products did you train with at the hairdressers you were working in at this time?
We used Matrix, Clynol and Goldwell colours. Then for styling we used Matrix, Clynol, DS:FI and Bedhead.
How many brands were for sale within the salon?
We had five brands for sale which is quite a small amount but we would have every product from each range that those brands had available.
When you left you had qualified and left your job at the Elite salon, were you looking for a salon that used the same or similar products to what you had used before?
Yes, I was looking for a salon that used Matrix colours, I wasn’t really interested in using Wella again. I would have preferred it if I was using the same colours at college as I did at Elite as well. In terms of styling products it doesn’t make that much difference but it would have been good if my new salon sold the same because I now have some knowledge of the styling products used at Elite and this would benefit me in my new salon.
What would you think if L’Oreal were to introduce a training programme into colleges so that their products were used to train with?
I think it would be a good idea because lots of salons stock L’Oreal products so it would make finding a salon simpler.
Do you think it would have benefited you if you would have been trained with L’Oreal products so had gained more information about the intended use of the products?
Yes, I feel as though with a lot of products I’m not entirely sure how to use them myself so I don’t always feel comfortable recommending them to a client.
Can you give me your general thoughts on men vs. women as clients in hairdressers?
I think that men are often more fussy than women, like they will tell you little details of what they want whereas women would be more general. I think that in terms of the haircut or colour it is much easier to inflict your own opinion on a man and he trusts you where as a woman is usually quite set in what she wants and it’s difficult to change her mind. If you explain a product to a man they tend to listen where as a woman seems to think she already knows what it does so isn’t as interested. Hardly any men have colours in comparison to women.
I think in terms of getting a client to buy a product, men are more willing and are very easily sold if you explain the benefits of the product. They can be persuaded very easily. Women, on the other hand have usually already decided before they even come into the salon whether they are going to buy a product that day or not.
Have you ever used L’Oreal Proffessionnel products?
Not yet, I’ve used Matrix and Kerestase which are owned by L’Oreal but not L’Oreal Proffessionnel.
Tuesday, 16 November 2010
Deadlines
Hey just thought I would post the deadlines so that we have it to hand!
Deadline for Registration
23rd December 2010
Deadline for Pre-Case
19th January 2011
Briefing Day at L'Oréal
24th February 2011, L'Oreal Hammersmith
National Finals
May 2011, L'Oreal Hammersmith
International Finals
June 2011, Paris
Deadline for Registration
23rd December 2010
Deadline for Pre-Case
19th January 2011
Briefing Day at L'Oréal
24th February 2011, L'Oreal Hammersmith
National Finals
May 2011, L'Oreal Hammersmith
International Finals
June 2011, Paris
L'Oreal Press Release
Just found this on L'Oreals latest press release
PROFESSIONAL PRODUCTS
The Professional Products Division recorded 9-month sales growth of +4.5% like-for-like and +13.3% based on reported data, after taking into account the impact of currency fluctuations and of changes in consolidation due to the acquisition of distributors in the United States. The division is increasing its worldwide leadership through strong growth in technical products (colourants and texture) and the conversion of salons to its brands.
- The hair colourant category is continuing to expand strongly, with Inoa by L’Oréal Professionnel which is completing its global roll-out and achieving outstanding performances on all continents, and the new colourant SoColor Beauty by Matrix for salons offering more accessible products. In the texture category, X-Tenso Moisturist (long-lasting straightener) and the Dulcia Advanced permanent wave from L’Oréal Professionnel, together with Opti-Straight by Matrix, are accelerating sales in the New Markets.
- Despite the comparison base following the Inoa launch, Western Europe is maintaining its dynamism, and the division is winning market share in this zone. In North America, the division is being driven by the strong growth of L’Oréal Professionnel, thanks to Inoa, and the dynamism of Matrix and Mizani. The New Markets, particularly the BRIC and the Middle East countries, are growing strongly
http://www.loreal-finance.com/eng/news-release/sales-at-september-30-2010-724.htm
PROFESSIONAL PRODUCTS
The Professional Products Division recorded 9-month sales growth of +4.5% like-for-like and +13.3% based on reported data, after taking into account the impact of currency fluctuations and of changes in consolidation due to the acquisition of distributors in the United States. The division is increasing its worldwide leadership through strong growth in technical products (colourants and texture) and the conversion of salons to its brands.
- The hair colourant category is continuing to expand strongly, with Inoa by L’Oréal Professionnel which is completing its global roll-out and achieving outstanding performances on all continents, and the new colourant SoColor Beauty by Matrix for salons offering more accessible products. In the texture category, X-Tenso Moisturist (long-lasting straightener) and the Dulcia Advanced permanent wave from L’Oréal Professionnel, together with Opti-Straight by Matrix, are accelerating sales in the New Markets.
- Despite the comparison base following the Inoa launch, Western Europe is maintaining its dynamism, and the division is winning market share in this zone. In North America, the division is being driven by the strong growth of L’Oréal Professionnel, thanks to Inoa, and the dynamism of Matrix and Mizani. The New Markets, particularly the BRIC and the Middle East countries, are growing strongly
http://www.loreal-finance.com/eng/news-release/sales-at-september-30-2010-724.htm
Monday, 15 November 2010
Kerastase & HJI.
http://www.examiner.com/south-la-beauty-in-los-angeles/k-rastase-develops-men-s-hair-care-line
Just about Kerastase men's hair range.
http://www.google.co.uk/imgres?imgurl=http://www.hji.co.uk/blogs/main/mens-hero-final.gif&imgrefurl=http://www.hji.co.uk/blogs/2008/08/super-products-to-bring-out-th.html&usg=__eZwpn5H_c0yXRAH5r4_QvvCAfi4=&h=913&w=520&sz=175&hl=en&start=2&sig2=Jp2arslC90s_qAyzzVyJyA&zoom=1&um=1&itbs=1&tbnid=Byb7WZOUFxF5-M:&tbnh=147&tbnw=84&prev=/images%3Fq%3Dmatrix%2Bmens%2Bhair%2Bproducts%26um%3D1%26hl%3Den%26tbs%3Disch:1&ei=p1zhTOqMMcmxhAej6K3bDA
Blog post by Hair styling Journal on best mens hair products.
Just about Kerastase men's hair range.
http://www.google.co.uk/imgres?imgurl=http://www.hji.co.uk/blogs/main/mens-hero-final.gif&imgrefurl=http://www.hji.co.uk/blogs/2008/08/super-products-to-bring-out-th.html&usg=__eZwpn5H_c0yXRAH5r4_QvvCAfi4=&h=913&w=520&sz=175&hl=en&start=2&sig2=Jp2arslC90s_qAyzzVyJyA&zoom=1&um=1&itbs=1&tbnid=Byb7WZOUFxF5-M:&tbnh=147&tbnw=84&prev=/images%3Fq%3Dmatrix%2Bmens%2Bhair%2Bproducts%26um%3D1%26hl%3Den%26tbs%3Disch:1&ei=p1zhTOqMMcmxhAej6K3bDA
Blog post by Hair styling Journal on best mens hair products.
Salon interior design.
Hello, just stumbled across this blog spot about salon interior design, just thought it was interesting and loosely related. Check it out here..
http://designutter.com/?tag=hair-salon-design
xoxo kb
http://designutter.com/?tag=hair-salon-design
xoxo kb
Sunday, 14 November 2010
SECONDARY RESEARCH.
Can use this to back up why we are doing focus group at KPMG:
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=125761/display/id=194274#hit1 HAIRSTYLING AIDS DECEMBER 2005
Market Drivers
The 25-34 age group is showing the biggest decline between 2000 and 2009, although the rate of decrease will slow in the second half of the decade. This is an important demographic group for hairstyling aids, consisting of men and women who are working their way up the career ladder, while possibly balancing the demands of a new home and young family. Looking well groomed at work is a priority for these consumers who will want to keep their hair styled neatly and use styling products to do so.
Trends in employment and the need to look good at work
A well-groomed appearance goes without saying for people working in office-based jobs, with the emphasis still very much on smartness. Alberto Culver’s VO5 Texturising Gum hits the mark in its print advertising which features a youthful man with neat cropped grey hair, which typifies the look many men aged 35+ are looking to achieve. There is further potential here to target the working man or woman with products which enable them to get the groomed ‘City’ look that spells confidence and success.
Also just thought these were useful:
Men’s changing attitudes towards grooming
The term ‘metrosexual man’ has been regularly used during the past couple of years to describe a man in touch with his feminine side, who is prepared to use grooming products to look more attractive. Male sporting icons, such as David Beckham, Jonny Wilkinson and Gavin Henson, or pop stars such as Mcfly, have done much to encourage this trend by their style references, making it acceptable for men to use grooming products they might otherwise have considered to be too feminine.
As a result, men are taking a lot more care over their appearance than just ten years ago, using a wider portfolio of toiletries including hairstyling products. According to Mintel’s Men’s Grooming Habits – UK, Special Report, December 2004, most men take a shower, wash their hair and face and clean their teeth daily, with a marked preference for young men under 35 to use the largest number of toiletries in their regime, including hairstyling products. The media have responded with more dedicated men’s grooming and lifestyle features in newspapers, such as The Times’ and The Sunday Times’ Style section, which are helping to fuel men’s interest in grooming as well as educating them in the use of unfamiliar products, such as styling waxes, putties and gums.
http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480785&anchor=atom#atom0 MENS GROOMING REPORT 2010
Despite growing interest in personal appearance amongst men and a greater acceptability of using products such as skincare, over the last three years the UK’s £484 million men’s grooming market has grown only marginally, by just 3%.
Men are reluctant to experiment with their appearance. Just one in ten often update their look. They don’t like to spend too long on their appearance either with three out of ten men spending “hardly any time” on their appearance.
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=480785/display/id=539201?select_section=480785 MENS GROOMING AND PERSONAL CARE 2010
Men are relatively unengaged with their appearance and this results in a lack of engagement with the men’s products that offer a solution to appearance concerns. Men are considerably more likely than women to describe their hair and skin as ‘normal’ and pay little attention to the finer nuances of their hair and skincare needs. Even amongst men who acknowledge skincare concerns such as spots, pimples or dry skin, they are still unlikely to see grooming products as a viable solution that will improve their skin or hair condition. As a result, there are more men with skincare concerns than there are skincare product users.
I've got lots more if either of you wanting but i'm guessing you've got some aswell. Peace out blad.
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=125761/display/id=194274#hit1 HAIRSTYLING AIDS DECEMBER 2005
Market Drivers
The 25-34 age group is showing the biggest decline between 2000 and 2009, although the rate of decrease will slow in the second half of the decade. This is an important demographic group for hairstyling aids, consisting of men and women who are working their way up the career ladder, while possibly balancing the demands of a new home and young family. Looking well groomed at work is a priority for these consumers who will want to keep their hair styled neatly and use styling products to do so.
Trends in employment and the need to look good at work
A well-groomed appearance goes without saying for people working in office-based jobs, with the emphasis still very much on smartness. Alberto Culver’s VO5 Texturising Gum hits the mark in its print advertising which features a youthful man with neat cropped grey hair, which typifies the look many men aged 35+ are looking to achieve. There is further potential here to target the working man or woman with products which enable them to get the groomed ‘City’ look that spells confidence and success.
Also just thought these were useful:
Men’s changing attitudes towards grooming
The term ‘metrosexual man’ has been regularly used during the past couple of years to describe a man in touch with his feminine side, who is prepared to use grooming products to look more attractive. Male sporting icons, such as David Beckham, Jonny Wilkinson and Gavin Henson, or pop stars such as Mcfly, have done much to encourage this trend by their style references, making it acceptable for men to use grooming products they might otherwise have considered to be too feminine.
As a result, men are taking a lot more care over their appearance than just ten years ago, using a wider portfolio of toiletries including hairstyling products. According to Mintel’s Men’s Grooming Habits – UK, Special Report, December 2004, most men take a shower, wash their hair and face and clean their teeth daily, with a marked preference for young men under 35 to use the largest number of toiletries in their regime, including hairstyling products. The media have responded with more dedicated men’s grooming and lifestyle features in newspapers, such as The Times’ and The Sunday Times’ Style section, which are helping to fuel men’s interest in grooming as well as educating them in the use of unfamiliar products, such as styling waxes, putties and gums.
http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480785&anchor=atom#atom0 MENS GROOMING REPORT 2010
Despite growing interest in personal appearance amongst men and a greater acceptability of using products such as skincare, over the last three years the UK’s £484 million men’s grooming market has grown only marginally, by just 3%.
Men are reluctant to experiment with their appearance. Just one in ten often update their look. They don’t like to spend too long on their appearance either with three out of ten men spending “hardly any time” on their appearance.
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=480785/display/id=539201?select_section=480785 MENS GROOMING AND PERSONAL CARE 2010
Men are relatively unengaged with their appearance and this results in a lack of engagement with the men’s products that offer a solution to appearance concerns. Men are considerably more likely than women to describe their hair and skin as ‘normal’ and pay little attention to the finer nuances of their hair and skincare needs. Even amongst men who acknowledge skincare concerns such as spots, pimples or dry skin, they are still unlikely to see grooming products as a viable solution that will improve their skin or hair condition. As a result, there are more men with skincare concerns than there are skincare product users.
I've got lots more if either of you wanting but i'm guessing you've got some aswell. Peace out blad.
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