Deakin University - ALR310: Marketing Communication | Lachlan Ross - ID = 600108473
LJR plans to foray into the men’s cosmetic segment as it has huge untapped potential and is theindustry’s fastest growing segment. The launch of the LJR men’s range is a measure in this directionwith the first product line as LJR Revive4. Revive4 aims at targeting the daily grooming regiments of men by launching this product. Australia has been chosen as the launching ground for the productwhich shall later be expanded into other countries. Thus a large onus for success of the LJR Revive4range falls on the performance and acceptance of the product in Australia.The company has clearly defined objectives which it intends to meet. It aims at establishing a strongfoothold in the daily routines of the male grooming market while being on the lookout for futureopenings. It wants to intensify the company’s effort to develop products that men need and want touse every day. And, also the company aims at producing drive for increased profit margins throughbetter products and necessary awareness.Most men skin care products are developed as extensions of established shaving lines where skincare is not the original intent.The Revive4 brand reflects the company’s deep commitment to a simple set of four principles.1. Bring the company’s core belief to life – the science of skin care exists within nature and requiresminimal human intervention-develop effective products using natural and whenever possible foodgrade organic or bio dermic ingredients that literally feed and nourish the skin.2. Keep it simple-4 color-coded skin types, and 4 easy steps3. Ensure it is fast and effective-takes less than four minutes to complete.4. Designed it to address gender specific issues faced by men only.