IBM

L'Oreal

Brand Extension
Mahlatsi Mashile & Ayanda Mashaba
 Brand Values
• They cater for all skin and colour types
• Place value in quality of their products
• Place high value in their scientific research and technology
• They reflect passion for innovation, performance, style and a
sense of premium in their brand
 Competition
• Dermalogica
• Clinique
 Findings
• Secondary Research:
-L’Oreal makes up 53% of global beauty market
-Survey: Woman experience breakouts, drying
etc because don’t know the techniques of applying
make up
-Launch new research and innovation strategy
targeting emerging and current market: capture 1
billion new consumers
-Aim to get closer to markets using technology
 Brand Extension

L’Oreal Concept Spa Space

 Brand Extension
• Concept:
To create a concept spa space where people are able to explore
what L'Oreal is about, learn more about their individual skin
types, while treating themselves to a spa treatment designed
purely for themselves.
 Brand Extension
• Objective

Improve the knowledge of the technique used of applying make-up and skin
care of consumers.
 Brand Extension
• Reasoning

From the secondary research conducted we have found gaps

and insights of where we can improve the brand in South
Africa for men and women.

Gap: From findings, women not knowing how to apply skin care
products correctly
 Brand Extension
• Target Market
– First time users
– Existent consumers
– Want to start taking better care of their skin but don’t
know where to start.
– Differentiate themselves
– Associate with the elite
– Relate to the celebrity faces used to endorse the brand
 Brand Extension
• Target Market
Women: (all ethnicity)
Ages 21 upwards
individuality

Men: (all ethnicity)

Ages 21 upwards
metrosexuals

Teenage females: (all ethnicity)

puberty (13-18)

Teenage males: (all ethnicity)

puberty (14-18)
 Brand Extension
• How
– Create a concept spa space (almost like a museum for
L'Oreal)
– Divide into sections
– each section is allocated to a different skin texture or skin
tone as well as age group
– There will also be a section for the spa, where skin types
will be treated and given individual attention
 Brand Extension
• Where
Exclusive yet accessible areas
- One in each main town of each province

(E.g: Gauteng – Johannesburg)

 Brand Extension
• Marketing (alternative and traditional)
Campaign: Competition – raise awareness
Advertising : Print ad’s , Billboards, TV Commercials,
Cinema ad’s
Promotional plans: give aways of skin care products at the
concept store to increase inflow and WOM that the concept
store exists.