2012 Cricket Players

Soins de Beauté
2017

DIVYA
GUPTA
Virat Kohli MSDhoni Yuvraj Singh R. Jadeja Rohit Sharma

Actors Footballers

PRESEN
2012

Lionel
Messi
2014 2017

T
Entrepreneurs
2017

Ranveer Jack
Ryan
Singh Dorsey
Gosling
2014 2017

SIDDHARTH AYAN BEARD VOLUMIZER

BEARD STYLER FOREST MINT BEARD GLOSS
MISHRA DASGUPTA SKIN FRESHENER
SKIN CLEANSER FRAGRANCE

There’s no denying that BEARD REVOLUTION is the IN THING

Gyroscope
EXECUTIVE SUMMARY Analyzes combing
PROPOSED PRODUCT
Accelerometer CONCEPT PROTOTYPE
Objective: Disrupt Men’s Grooming by designing a new product line for force and speed
Counts strokes
L'Oréal Paris Men Expert
Type of Solution: UNIVERSAL (Global brand with local knowledge), DIGITAL
(Internet of Things), SUSTAINABLE (Water-free, Recycled packaging,
Microphones on Comb-teeth
Anti-deforestation campaign) ensuring BEAUTY FOR ALL Capture the hair’s soundwaves
Product Line Designed: Beard Care to identify FRIZZINESS, DRYNESS
Categories: Styling, Skincare, Deodorant/Fragrance
Approach: Gap Analyses Strategy: Blue Ocean Strategy (to capture the
remaining 87% of market) Research Methodology: Primary (Interviews and Roller
Questionnaire), Secondary (Industry Reports, Annual Report, Resource Pack) To apply the formula Comb length Controller
Haptic Feedback
Base Market for Primary Research: India (with high scope of scaling up) on the beard and skin Rotate to select the
Vibrating handle
NOTE length of comb-teeth
guides combing technique
Please view the PPTX in Presentation Mode to view embedded GIFs and Video
Please refer to the slide notes for a detailed explanation of our proposed solution
 Source: L’OREAL 2015 ANNUAL REPORT
Growth Markets 8 L'Oréal Paris Men Expert Portfolio Analysis

Beard care is growing

1 Market Analysis 2 Global Trends 3 and BRANDSTORM 2017 RESOURCE PACK

faster than shaving

Countries in which
Men’s Grooming market currently at Euro Out In L'Oréal has grown in 2 0 1 5 Current Portfolio
18. 2 bn (2016), to grow to Euro 23. 2 bn Saudi Arabia: 20+%

l
Lumbersexua
l
Spornosexua
by 2 0 2 0 (CAGR: 6.3%) SKINCARE DEODORANTS SHOWER GELS
Egypt: 20+%
Pakistan: 20+% HAIRCARE STYLING SHAVING
17.1 India: 10+%
Gap found in L'Oréal Men Expert Portfolio: Beard Care
2016 18.2 Thailand: 10+%
Russia: 10+% L'Oréal Paris Men Expert - Major Franchises
19.3 Growth
Turkey: 10+%
2018 20.5 Men’s Toiletries including
Ukraine: 10+%
21.8 beard care: 6% (USD 3. 6 bn)
Argentina: 10+%
Men’s Shaving: 1.6% (USD 3 bn) Asia-Pacific: India, Pakistan, Thailand
2020 23.2
Start-ups related to beard Mid-East and Africa: Saudi Arabia, Egypt
Source: EUROMONITOR Billion Euros grooming: 8 (2011), 4 2 (2014), Eastern Europe: Russia, Turkey, Ukraine
5 8 (2015), 8 1 (2016) Western Europe: UK, Germany
Source: L’OREAL 2015 ANNUAL REPORT Possible Gap in Product Ranges:
Source: EUROMONITOR, DATAMONITOR Latin America: Argentina, Venezuela
and BRANDSTORM 2017 RESOURCE PACK Water-free, non-rinse products
Overall Men’s Grooming Market L'Oréal Men Expert Overall Cosmetics Market L'Oréal Cosmetics Division Ergonomically advanced applicants

33% Sales from Skincare and Haircare 28% Sales from Skincare and Haircare 56% Sales from New Markets 40% Sales from New Markets 9 Proposed Product Line for L'Oréal Men Expert

50% men want natural ingredient products 42% want water-free and non-rinse products
4 Key Findings Focus on new markets
Chief ingredients: Vitamins, minerals and antioxidants 71% prefer ergonomic applicants and facecare products
Men spend 24% more on beard grooming than last year 18-25
Multi-functionality is a chief requirement
New Markets #RealMenGrow
What Men L'Oréally Need for Beard care: Even rate of beard growth, Getting the right shape of beard easily, Oil-Water
Asia-Pacific, Eastern
balance in beard, Uniform facial hair, Covering grey hair in beard, Cleansing of skin under beard, Good beard smell Europe, Middle East Formula: Vitamin E, Beeswax, Petroleum Jelly,
and Africa, Latin America Fractionated Coconut Oil, Grapeseed Oil, Avocado Oil
50% of cosmetics sales will come from tropical countries by 2 0 3 0 Internet of Things (IOT) will impact cosmetics
Ergonomy: Handheld roller with flexi ball, screw driven
adjustment of comb-tooth length
5 Competition Analysis Strength Weakness 6 Men Expert - SWOT 77 Environment Analysis
Innovation: IoT enabled comb-teeth which sense beard
Perceptual Map Accessibility Less L'Oréal aims to reduce carbon and skin conditions to recommend products on the app
Simplicity Aspirational Strengths Weaknesses
Dependence on footprint by 60% by 2 0 2 0 Contribution to Sustainability: Water-free, rinse free
MORE SOPHISTICATED Limited
Strong R&D
Distribution Diverse third party retail application, ethical recycled packaging involving no
Packaging Water Scarcity
product range Underutiliz ation fossil fuel, manufactured using renewable energy
Not too By 2 0 3 0 , water availability
Advertising
masculine Brand of face-care and Categories: Styling and Beard care (Primary), Skincare
will be just 60%
Awareness growth markets (Secondary), Deodorant/Fragrance (Tertiary)
AFFORDABL

By 2 0 5 0 , water demand will

EXPENSIV

Affordable Unisexual
Opportunity Threats increase by 55% Product Benefits: Softens beard for styling, cleanses
Celebrity Non eco- New markets Competition pores, anti-itchiness, emits mild but lasting fragrance
endorsed friendly Deforestation
New consumer from natural Direction of Usage: Apply the roller against the beard
E

1. 5 acres of forest cut down

E

Less trends products covered face, rotate the com-screw and gently run the
Male Centric every second
Sophisticated Customer bar -
Innovative comb along your beard hair
gaining power Causes 17% of annual global
High Quality Availability channels Price: Euro 5 0 for 5 0 ml
LESS SOPHISTICATED greenhouse gas emissions
Soins de Beauté
 Theme: Integration of
Millennial Trends Millennial Profiles Digital Strategies Target: 33% of media spending Mobile Application existing L'Oréal apps
10 11 15 16
Currently 25% - ANNUALREPORT with innovative additions

Demanding Personalization Rohit Arora, Corporate Aspirant, India Social Media and Internet POS Innovation Mobile App
I need a product that helps me style
quality Price is key my beard such that it looks
Social Media and Internet Styling App
High Social presentable at my workplace
Scans the user’s IoT
requirements Tech Savvy Ambitious Cadoc Mido, Party Goer, Egypt 3% of YouTube beauty views
11k subscribers
face to apply hair
and beard style
Feedback
I want to look more rugged yet belonging to major brands readings from

12 L'Oréal Men Expert Channels sophisticated with more volume of 1.2 billion 2.1 million Average number of channel suggestions> Also
offers clothing and
sensors of the
comb-teeth with
beard Beard Styling Views subscribers for top 1 5 YouTube beauty vloggers accessory tips recommendation
1. Mass Retail Jose Sainz, Beach Volleyball Player, HUGE OPPORTUNITY FOR MAJOR BRANDS LIKE L’OREAL iBeacon Receiver E-commerce
2. Drugstores Argentina For offering a Allows user to
1 2
3. Cosmetic Stores
3 4. Travel Retail
I need a product that maintains the oil- STREAMING and VLOGS better instore order products
water balance of my beard while I play. of grooming tutorials by famous experience from the app
5. E-Commerce
6.Salons (Our YouTube grooming artists Trend Updates Kaleidoscope
Advertisement and Promotion of products on related videos in a storytelling Latest blogs on Detects fashion
new channel 14
4 5 6 suggestion) ADS manner that captures the attention of the viewer fashion and through camera
grooming but and provides
Current Ads: TOO PRODUCT FEATURE CENTRIC with more user information to
Suggestion: Diversify by focusing on EMOTION 31. 8k followers | SM platform to BUILD RELATIONSHIPS collaboration the user
13 Channel Strategies in addition to ads explaining product features.
Make posts that are not increasingly advertorial
Drugstores, Cosmetic Stores and Salons Be a GLOBAL BRAND with LOCAL CONNECT Concerns to focus on
but more relatable and inspirational
Recruit INFLUENCERS who are YOUNG Accuracy: Makeup Genius suffers from lack of accuracy
Value added services like personal care Rely on influencers along with celebrities
ACHIEVERS as brand ambassadors based on Device Compatibility: Makeup Genius incompatible with
tips, cosmetic consultancy, massages. Run social campaigns to unify the millennial
regional influence such as some Android devices – led to poor rating of 2.9 on Play Store
Smart Retail community #REALMENGROW

Danila Kozlovsky
Omnichannel: Implement Click and Collect
Khan
Fawad

Lionel Messi
Virat Kohli

Burak Ozcivit
Web in Store:
LEVERAGE VIDEO to post short grooming and health tips 17 Timeline and Financials
Real time update of stock in a store with
product ratings and reviews 521k likes | SM platform to PROMOTE BRAND Launch product Introduce
Launch product line in markets newer products
Store locator and In-store navigator India Pakistan Turkey Russia Argentina Embedding e-commerce links on posts, Facebook Store line in growth with sub 10% as per specific
Value added Service: Feature influencers in Conduct contests where members will choose a muse mark ets growth market needs Y5
Shazam enabled video adverts to promote
Y1 Y3
powerful adverts such as
loyalty programs the one by Gerard Butler Snapchat 16. 5k followers
Click to Play
Travel Retail – The Eighth Continent Sponsored lenses to add beard Links of products during events
Suggested Ad Concept (30 seconds) Y2 Y4
Pre-flight Experience: Airport banners Y0 Provide value Invest in new Recruit new
Clean shaven boys felling trees  Bearded and Chat services that provide customers influencers.
Redesign Stores - Dark theme like that of added services in digital technologies.
groomed young men arrive and grow trees  camera direct access to L'Oréal experts while shopping developed markets Recreate ad
Men Expert at major airports – Mumbai, Research market
takes aerial view of beard shaped forest cover needs for newer strategy
Doha, Beijing, Paris, Buenos Aires #REALMENGROW The ad addresses environment Websites products
Inflight Experience: concerns while depicting maturity of men over boys Develop dedicated Product Financials
Business Class - On board travel samples country- specific
Instead of: lorealparis.co.in/men-skincare
and advertisement in inflight magazines Print ads to be primarily on LIFESTYLE
Suggested: menexpert.lorealparis.co.in microsites
Economy – Lottery to win travel kit MAGAZINES such as GQ, Esquire, Revenue (Year 1) ROI (Year 1)
Post-flight Offering: Delivery at the gate of Hombre and also on digital men’s Better SEO, SEM
the destination airport or hotel of boarding lifestyle magazines like Primer,
More information on products Blogs Euro 122 mn 26.19%
Help chat-bots on website E-commerce on website
Also target cruises in the Gulf region MenXP, AskMen Operating Profit Refer to the
Sponsor sports award shows in
E-Commerce
addition to films award shows POS Innovation
20.76% embedded
Exclusive partnerships with national leaders spreadsheet
(Golden Globe) like Ballon D’or EPS Contribution
like Flipkart (India), Alibaba (China), Ozon Put IoT enabled mask on the face and receive for details
(Russia), Alshop (Middle East), Taretelo
and global-local reality shows Euro 0.045
like The Voice skincare, beard care advice in retail outlets
(Latin America) – allows higher margins Soins de Beauté