2. Studio Line
•Stuck in the 80’s
•Needs to be revived
•Missing an element
•Science and beauty
Curly, straight, undone, wet, chunky,
glossy, fixed…and now
…add color
3.
4.
5. • Hair-color and Styling Product
in ONE
• Temporary and Permanent
• powder
• Activator/Deactivator
• Compatible with Studio Line products
• short setting time of 10 minutes
6. • Color FX
• different from temporary/permanent
hair color already available
• twist on conventional hair color
• light reflecting formula, hint of
metallic
• modified natural hair colors
8. • Activator &
Deactivator
• Slender, sophisticated
metallic pumps
• Complementary to Studio
Line Packaging
Instructions on
bottle back
9.
10. promotion
• Target Market: young
cosmopolitans
• 18-28
• socialites
• creative
• large cities
• welcome change
• open minds
• lets loose with change
11. • brand identity: polar
• Two sides to every personality…
be both at the same time
is:
• conservative, driven,sophisticated,
intelligent, has it together,
practical
• versatile, sexy, trendy, flexible,
lets loose, adventurous, desirable
promotion
12. Speaks to everyone’s multi
dimensional character and creates
an outlet for self-expression.
Complements L’Oreal’s
current slogan “because
you’re worth it.”
13. • A differentiated product
• Revolutionary, innovative concept
• Offers temporary/permanent beauty
solutions
• Capitalizes on rising trends:
• styling with color, creativity with
hair
• metro-sexual men
• Especially in trend setting cities
( Paris, Milan, New York, Tokyo, )
• First mover advantageFirst mover advantage
S.W.O.T Strengths
14. • Complex
• Understanding how to use the
product
• High maintenance product
• Simultaneously a styling and color
product
• More R&D is needed
• Compatibility with studio-line
products
• Requires innovation
S.W.O.T Weaknesses
15. • Rising trends:
• creativity with hair styling
• hair color
• Metro-sexual
• Unfilled Niche: hair
color/styling market
• TARGETING: Beauty conscious
market with money to spend on
their appearance
Opportunitie
s
S.W.O.T
16. S.W.O.T Threats
• Existing similar products
• Other temporary hair dyes
• Color Pulse
• Risk of passing trends
• Possibility of competitor
development of similar
products
17. PRECAMPAIGN
Our product as the new effect in the FX LINE
•Length: 2 months
•Advertisement:
•Getting customers attention and
interest
•Teaser ads
•““The next effect in the FX line,The next effect in the FX line,
be ready for it”be ready for it”
18. INTRODUCTION PHASE
•Length: 8 months
•Public Relations:
•Product Launch Event: PARTY
•Publicity from the event
•Reflect Values of our target market
•Chic night club
•Models with their hair colored
•Promotions:
Kits with SL activators as gifts
Kits with SL FX products (to mix
effects)
i.e. Decoiffé-Colored
19. Advertisement:
•A strong focus on ads
•TV
•Magazines
•Internet Sites ( Instant messengers)
HIGH INTENSITY AND HIGHHIGH INTENSITY AND HIGH
FREQUENCYFREQUENCY OF ADVERTISEMENTOF ADVERTISEMENT::
•In store communications
•Stands, like BEYONCE’s
20. Customer Relations Management
1.INTERNET WEB PAGE
• Users community
• Feedback from them, experiences, problems,
recommendations)
• Contest
Our product as hero in daily lifeOur product as hero in daily life
• Cool stuff
2.CUSTOMERS SERVICE LINE
Solutions for most common problems
• Usage
• Health
21. 2ND Phase
•Length:1 year 2 months
•Advertisement:
SAME INTENSITY, LOWER FREQUENCYSAME INTENSITY, LOWER FREQUENCY
•Product:
•A new set of colors, New SeasonNew Season
•Public Relations:
•The one year parties, in different metropolitan
cities
•Promotions:
•the new set of colors launched- as gifts
•Customer Relations Management
•Web Page –Customer service line
• Improved with new features and attractions
