Miss alpha l'oreal internationals presentation
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Miss alpha l'oreal internationals presentation
- 2. NYUBRANDSTORM 2012JENNY LI | SARAH SHIN | JINNA WANG MISSALPHA
- 3. THE OPPORTUNITY 3.2Billion in Middle Class Year 2020 85% from ASEAN
- 4. Higher Disposabl e Income` Demand for Sophisticatio n WOMEN IN ASEAN Higher Salaries
- 8. The Inspiration The Routine The ASEAN Market OUR MODEL
- 9. L’ORÉAL PARIS ONE BILLION NEW CONSUMER
- 12. ANTIOXIDANT EGCG | hair growth ROTEIN:GLOBULIN HBG) | prevents fall VITAMIN E | restores dry and damaged hair VITAMIN C | protects rom UV radiation PROVITAMIN: PANTHENOL | strengthens and softens to prevent split ends CAFFEINE | ha follicle growth WHY GREEN TEA
- 13. MINT| cooling sensation GINGER| warming sensation NATURAL SENSATIO
- 20. SACHET ADVANTAG
- 23. YOUR 360 STORYConsumers will share how they are diligently pursuing their ambitions, & how the Total 360 Care Line would add balance and a little bit of luxury into their lives.
- 24. MARKETING PLAN SHARE YOUR STORY OFF-LINE ON-LINE Educate & Connect
- 25. Secondary School & Universi Ambassadors • Student ambassadors will promote Total 360 Care • Samples! Coupons! Events! • Brand loyalty for OFFLINE |BRAND AMBASS
- 26. OFFLINE |A 360 TEA PART
- 27. Internet usage is at it’s high - and it’s only expected to grow On average across Southeast Asian countries, 70% of this internet usage is dedicated to social media. HoursSpentPerWeek ONLINE |USING SOCIAL ME
- 28. Growing Online Gaming Sector •Southeast Asian gaming revenues expected to double by 2015 •Create a digital L’Oréal Paris world •50% of this revenue coming from women ONLINE |DIGITAL GAMING
- 29. SENSATION RUN Race against other players and gain 5 pearl points for every win! Follow the mint pearls to gain speed. TEA CATCHER Catch the correct ingredients for the chosen Total 360 Care Product. Remember, its all about the formula! A 36TEA WORLD
- 30. Face new challenges at each station to gain points and level up! Be sure to meet other users along the way. Print the coupon at the end of each level to get great Total 360 Care promotions!
- 31. • 11 million views in 4 months • 2 million people registered with website • 12% sales increase in 1 year BMW film series THE HIRE •8 short films •10 minutes each Results: ONLINE |BRANDED CONTE
- 32. A 36TEAA SERIES OF 24 SHORT EPISODES PRESENTS VIDEO SERIES |A 36TE
- 33. PRICE & VOLUME
- 35. 2 YEAR EXPANSION
- 36. GLOBALIZATION
- 38. 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2 in 1 -37% -29% -17% 20% -11% -7% -6% -5% -5% -4% Colourants 4% 5% 4% 5% 5% 2% 2% 2% 3% 3% Conditioners 11% 10% 9% 9% 8% 6% 6% 6% 6% 6% Hair Loss Treatments 8% 7% 6% 5% 5% 3% 3% 4% 4% 4% Perms and Relaxants 4% -13% -17% 5% 5% 2% 2% 2% 1% 1% Salon Hair Care 7% 7% 4% 0% 5% 1% 1% 2% 2% 2% Shampoos Medicated 9% 8% 5% 8% -2% 1% 1% 2% 2% 2% Standard 12% 8% 7% 0% 5% 2% 2% 2% 2% 2% Total 7% 7% 7% -1% 6% 2% 2% 2% 2% 2% Styling Agents 11% 10% 9% 7% 10% 5% 5% 5% 5% 5% Total Hair Care 6% 6% 6% 6% 7% 3% 3% 3% 3% 3% % Growth Conditioners 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Philippines 10% 7% 9% 8% 8% 5% 5% 4% 4% 4% Malaysia 15% 12% 8% 7% 6% 4% 3% 3% 3% 3% Indonesia 14% 14% 12% 13% 13% 10% 11% 11% 11% 12% Thailand 6% 7% 6% 7% 6% 5% 5% 5% 6% 7% Average Growth 11% 10% 9% 9% 8% 6% 6% 6% 6% 6% 8% APPENDIX
- 39. Haircare Company Growth 2008 2009 2010 Malaysia 0% -3% 2% India 6% 4% -4% Thailand -2% -1% 0% Indonesia 6% 1% 0% Philippines -5% 2% -1% Average P&G 1% 1% 0% Malaysia 5% 2% 3% India -3% 2% 1% Thailand 2% 2% 3% Indonesia -6% 0% 0% Philippines 14% 1% 0% Average Unilever 2% 1% 1% Malaysia 8% 7% 1% India 15% 4% 5% Thailand 6% 2% 1% Indonesia -1% 0% 0% Philippines 16% 9% 2% Average L'Oreal 9% 4% 2% Growth in Market Share 2008 2009 2010 P&G 1% 1% 0% Unilever 2% 1% 1% L'Oreal 9% 4% 2% APPENDIX
- 40. Niacinamide (Vitamin b3) usually used to treat skin conditions, improves skin moisturization, boost production of collagen and strengthens the statum corneum- outermost layer of epidermis Panthenol (vitamin b) natural, hydrating form of vitamin b; easily penetrates scalp and skin so its great for improving damaged hair, reducing split ends, and adding abundance of shine and texture to hair. good for improving damaged hair physically and chemically Hyaluronic good for moisture, naturally present in the body. non toxic, non irritating, non sensitizing, can be used for everyone “holds” moisture in skin for youth. the level of hyaluronic acid in your body starts decreasing significantly after age 20- assists in wound healing, fights and heals inflammatory conditions Ingredients
- 41. Keratin With damaged hair, the hair structure is opened up and keratins can penetrate into the fibre and bind to the internal structure, rebuilding the damaged proteins to restore strength and condition to the fibre. It also can deposit on the hair’s surface to form a sacrificial shield, protecting the hair from damage. Ginger Ginger root is an effective remedy for hair loss. Fresh extracts of ginger root make hair stronger and more pleasant-smelling.If you have brittle and dry hair, the useful constituents of ginger such as vitamins, zinc, phosphorus, etc. can help you get that sheen back in your hair.As a result of the increasing pollution and heat, most people complain about damaged hair follicles, and split ends. Hence, ginger treatment for hair follicles is an effective remedy to fix damaged hair. Ginger oil, mixed with essential oils such as jojoba oil or avocado oil, is believed to increase hair growth rate. Apply the mixture, massage it, and rinse it properly the next morning. Regular use of this mixture is an unfailing solution to help grow hair faster naturally. Ingredients
- 42. Green Tea Health benefits: antioxidants that combat harmful free radicals, delivers cancer fighting flavonoids and disrupts production of bacteria. Same antioxidants benefits hair and scalp One antioxidant is epigallocatechin gallate (EGCG) which stimulates hair growth. This has been tested mostly in Japan and South Korea showing high interest from Asian consumers high green tea intake leads to higher levels of globulin (SHBG), a protein that binds to testosterone. This allows hair follicles to be converted to dihydrotestosterone (DHT) which is a hormone that causes male pattern hair loss. When testosterone is attached to SHBG instead, it cannot be converted into DHT Ingredients
- 43. Green Tea Continued Smoothes dandruff and psoriasis by soothing skin and reducing inflammation. This is much safer than existing anti-dandruff shampoos that contain carcinogens Strengthens and conditions because green tea contains vitamin C, E, and panthenol. Vitamin E restores dry or damaged hair, Vitamin C guards against damage from UV radiation, panthenol (provitamin) strengthens and softens hair and prevents split ends Caffeine in green tea significantly boosts growth of hair follicles Ingredients
- 44. Nourishing Shampoo With antioxidant boost What it is: Rich with vitamins and antioxidants, thoroughly cleans hair root to tip, giving the hair a radiant, youthful glow What it does: Reinforces scalp health, the key to generating beautiful, revitalized hair Product Deep Dive
- 45. Refining Conditioner Panthenol and Hyaluronic enriched formula What it is: Prevent the first stages of hair damage and aging with a natural, non- toxic formula that easily penetrates the scalp and hydrates the hair What it does: Luxurious conditioning formula adds abundance of shine and texture to hair. Regular use leaves hair soft and radiant Product Deep Dive
- 46. Awakening Foam Hint of Mint What it is: Refreshing and cooling foam that encourages active hair growth by stimulating the scalp, which increases blood circulation for an invigorating start to your day What it does: The mint and Green Tea extract enriches your scalp with a morning dose of vitamin C and E, while creating a protective veil from harmful toxins Product Deep Dive
- 47. Rejuvinating Mist SPF 15 Keratin What it is: Balancing spray infused with vitamins and antioxidants that refreshes and protects hair throughout the day What it does: The Keratin combined with Green Tea replaces damaged hair cement, increasing hair strength while protecting your hair Product Deep Dive
- 48. Regenerating Jelly Infused with ginger pearls What it is: A warm, gently penetrating, restorative end of day treatment for the scalp What it does: The mixture of ginger pearls and green tea significantly boosts growth of hair, generating stronger, smoother, silkier hair Product Deep Dive
- 49. Weak, limp, damanged hair looks replenished, fulness restored1. Stronger Pro-Keratin: strengthens hair 2. Nourished Ceramide: restores smoothness and shine 3. Shinier 4. Smoother 5. Reduced Split Ends Frizz - free, sikly smooth hair Nutrition and protection starts from the roots for intense smoothing, which is particularly useful in humid and dry conditions Silk Protein: enhances smoothness and is thermo-resistant Nutrileum: nourishes weak hair Rediscover incredible elasticity, bounce and silky smoothness with Royal Jelly Royal Jelly: natural ingredient that bathes hair in light, nourishing ingredients Revive your shine Pearl Protein: provides brilliant shine Citrus: purifies hair by freeing deposits and cleaning fibres Shine Booster Technology: boosts light reflection Nourish your roots, make your hair stronger Product is applied directly to the scalp which helps microcirculation Restructures hair fibre Reduces hairfall by 90% Visibly prolonged hair colour Colour Protect Light Reflecting System: nourishes hair and protects hair fibres [with UV filter] Provides shiny and radient hair colour Color - Vive Total Repair 5 Smooth Intense Re - Nutrition Nutri - Gloss Light Fall Repair 3X Product Line DescriptionName ASEAN Portfolio
- 50. ▪Existing high-end brand image with L'Oreal Studio Line ▪Variety of consumer needs (dandruff, damanged hair, ▪Existing Elseve products already target the major dry hair, oily hair, thin hair, etc.) means that we need consumer needs in Southeast Asia (Total Repair 5, to provide many different products Nutri Gloss, Smooth Intense, etc.) ▪Increasing inventory and decreasing inventory ▪Experience in using celebrity marketing campaigns with turnover Sonam A. Kapoor ▪Current global reach/capacity ▪Advanced research & marketing capabilities ▪Growth of conditioner sales in Southeast Asia ▪Strength of competitors (Unilever, P&G) and the ▪Positive economic conditions and growing middle class existing number of brands that they have available ▪Growth of concern on HALAL products ▪Increase of counterfeit goods; both because of their ▪Increasing importance of natural products low price cannibalizing L'Oreal sales but also cheap ▪Globally, L'Oreal has twice the market share as products ruining L'Oreal brand image Unilever, so they should be able to claim that spot in ▪Macroeconomic factors that decrease consumer s the ASEAN market as well spending ▪Strong growth of premium-priced products ▪Roll-back from discounts and promotions Strengths Weaknesses Opportunities Threats SWOT Analysis
- 51. OFFLINE|IN-STORE & TEA SALES Cross category promotion
- 53. Café Culture -Growing popularity for western style cafes -Place to hang out, dine, celebrate - Historically upper class activity, but cafes are opening in more rural areas/smaller towns THE PHILIPPINES Personal Care -Buying larger items -Demand for luxurious, spa- like goods Health Focus -Awareness and demand for organic foods -Looking for premium coffees and teas Growing Climate Problems -Average temperature is increasing, -More humidity=worse hair conditions
- 54. POP-UP INVITE
Notas del editor
- Name 360 What is your unique selling proposition? Synthesis Tea: challenge – natural > Garnier inspired by nature, LP plays on technology Explain how green tea can be an angle for LP – make this convincing! Emphasize strengths, downplay greyzone
- In 7 years, the middle class is going to expand by 1.4 billion people Filipino Disposable Income: women constituted 39% of the total employed population in the Philippines, where they occupy many top positions, particularly in marketing, human resources and administration. As women start to earn more income, they are looking to try more sophisticated products in personal grooming and beauty.
- Every element of presentation needs to tie into Seems to target older people? Hair aging her concerns A little more sophisticated in hair concerns, verses focuses on accessible, functionality Show that annisa represents a large opportunity, not a niche target – numbers? Growth rates? Hit on the right target
- Skincare R&D ingredients - may disconnect from green tea Going after a beauty-involved consumer who is going to prioritize beauty in her spending/life, we want this consumer to develop her routine to the optimal level to get the hair she’s dreaming of….parallel to skincare: much like asian women use of skincare to reach her ideal beauty This is why companies across the globe are looking towards skincare for inspiration. How did they achieve record sales, with 14% growth in the ASEAN market compared to a dismal 3% in haircare. How did they get women to adopt their skincare routines, using not just cleansers, but anti-aging serums, creams, toners, and masks? Well, it took some time, but they got people to start YOUNG. The Skincare routine is introduced in a girl’s life as soon as she starts breaking out, not just to battle acne, but to prevent the scars later on. This is synonymous to hair care, and also when our consumers need to start so they can maintain the youthful beauty they deserve.
- Asia is where the world looks to for skincare inspiration, and now’s the time to set the same trend for haircare. Our ASEAN consumers have yet to establish any hair routine unlike most of our other consumers. Haircare growth has been difficult because so many consumers are set in the idea that all they need to do is shampoo and condition, when what they really need is an extensive hair care routine. Which is why L’Oreal must aggressively enter this market to teach them what they need and deserve for their hair.
- Right now, companies across the globe are looking towards skincare for inspiration. How did they achieve record sales, growth of 14% (in ASEAN), and globally, how did they get women to adopt this regime to cleanse, moisturize, mask, refresh? To use anti-aging serums, creams, toners, etc. Now, hair consumers hare having the same complaints they had about skin care years ago- customers are dissatisfied because they aren’t seeing changes in their hair that the shampoo bottles are guaranteeing.
- Natural isn’t the first place LP goes – need to be careful to respect the LP portfolio – but at the same time, regional and consumer based – there is a place for it, but we play it very premium. What does green tea represent in this reason for ASEAN?? Extract those virtues through technology and R&D Vitamin e- restores dry and damaged hair Vitamin c- protects from uv radiation Protein: globulin (shbg)- prevents hair fall Antioxidant: (egcg)- hair growth Caffeine- hair follicle growth Provitamin panthenol: strengthens and softens to prevent split ends
- Make sure the mention water issues experienced in this region Range may not seem accessible to the population that lacks water, set up earlier, talk about the importance of scent of hair….etc. talk about need gaps right up front. What is annisa’s reality?
- Nourishing Shampoo With antioxidant boost What it is: Rich with vitamins and antioxidants, thoroughly cleans hair root to tip, giving the hair a radiant, youthful glow What it does: Reinforces scalp health, the key to generating beautiful, revitalized hair *daily face cleanser Mint Crystals – cooling, active sensation that adds to the usage experience and works with qualities of green tea to exfoliate and smooth dandruff and psoriasis by soothing skin and reducing inflammation. This provides a much safer than existing anti-dandruff shampoos that contain carcinogens. Anti-oxidants (nutritiously clean, rather than stripping away) - Green tea contains antioxidants that combat harmful free radicals, delivers cancer fighting flavanoids and disrupts production of bacteria, benefitting both the hair and the scalp. Hair Growth - One antioxidant is epigallocatechin gallate (EGCG) which stimulates hair growth. This has been tested mostly in Japan and South Korea showing high interest from Asian consumers. Caffeine in green tea significantly boosts growth of hair follicles. Caffeine is another common product that is separately put in many hair care products because of this quality. BEAUTY ROUTINE Filipinos already shower routinely, but with this shampoo they have less fear of stripping their hair of the goodstuff. The shampoo is to be used prior to the conditioner, daily to remove dirt and excess oil and sweat.
- Refining Conditioner Panthenol and Hyaluronic enriched formula What it is: Prevent the first stages of hair damage and aging with a natural, non-toxic formula that easily penetrates the scalp and hydrates the hair What it does: Luxurious conditioning formula adds abundance of shine and texture to hair. Regular use leaves hair soft and radiant Daily moisturizer BEAUTY ROUTINETo be used daily after shampoo to moisturize and strengthen hair. INGREDIENTS Panthenol – (provitamin) strengthens and softens hair and prevents split ends Designed to help strengthen hair and restore resilience Hyaluronan – Green Tea - Strengthens and conditions because Green Tea contains vitamin C, E, and panthenol. Vitamin E restores dry or damaged hair, Vitamin C guards against damage from UV radiation, panthenol (provitamin) strengthens and softens hair and prevents split ends.
- PLAY UP STAR PRODUCT - How it’s functional and how it goes beyond to help consumer reach ultimate beauty desires ** revamp name to include all important aspects of the product (conditioning, cleansing, leave-in) Awakening Leave-In Foam Hint of Mint What it is: Refreshing and cooling foam that encourages active hair growth by stimulating the scalp, which increases blood circulation for an invigorating start to your day What it does: The mint and Green Tea extract enriches your scalp with a morning dose of vitamin C and E, while creating a protective veil from harmful toxins Day Cream INGREDIENTS Mint – refreshing and cooling foam Cleansing properties Conditioning properties Green Tea extract – enriches scalp with a morning dose of vitamin C and E – to help nourish and create protective veil from harmful toxins BEAUTY ROUTINEFor the mornings to kick start your day. The minty sensation works to wake up both the user and their scalp, encouraging active hair growth by stimulating the scalp, which increases blood circulation for an invigorating start to your day
- Rejuvenating All-Day Mist SPF 15 Keratin What it is: Balancing spray infused with vitamins and antioxidants that refreshes and protects hair throughout the day What it does: The Keratin combined with Green Tea replaces damaged hair cement, increasing hair strength while protecting your hair Facial mist spray BEAUTY ROUTINE To be used throughout the day, to fight frizz when it’s most needed. Can be used as the occasional pick-me-up and refresher for hair that may look dull. Provides ongoing protection and repair. INGREDIENTS Keratin – replaces damaged hair cement, increasing hair strength while protecting hair SPF 15 –
- tricky: Leave-in Too beautiful? COGS conflicts For consumer who will take the extra step for a weekly deep treatment Show on slide how the consumer will interact with products How many consumers are we targeting? 2? How often do target consumers shower? Need a slide to simplify routine. Infused with ginger peals What it is: A warm, gently penetrating, restorative end of day treatment for the scalp What it does: The mixture of ginger pearls and green tea significantly boosts growth of hair, generating stronger, smoother, silkier hair
- Highlight the acceptance of the consumer to digest something that will do something for your hair – asia’s virtues tied to tea – full 360 Tea for Beauty: powerful anti-oxidants to slow down the body's aging process Catechins stimulate the metabolism amla (or indian gooseberry) extract will help prevent premature grays and DARKENS HAIR IF USED FOR LONG PERIOD OF TIMERICH SOURCE OF VITAMIN C He Shou Wu Is An All Natural Chinese Herb That Stimulates Hair Growth And Brings Back Color rich in zinc
- Big idea to campaign tied to main selling proposition **think of a new campaign name
- What is Your 360 Story
- Start with Philippines- have map zoomed into Philippines Traditional v digital – separate two part strategy
- Internet usage is at it’s high- and its only expected to grow. Especially in the Philippines (café culture) has been on the rise We want to L'Oréal paris to maintain high quality image, while making this product accessible for individuals with low income. Therefore, it would be best to introduce sachets only in select areas When demand for TR5 products increases to a certain point where we can be certain that brand loyalty has taken hold, then we think it’s the proper time to introduce the bottled product. At that point, consumers, now familiar with the product, should be willing to pay a premium.
- We want to L'Oréal paris to maintain high quality image, while making this product accessible for individuals with low income. Therefore, it would be best to introduce sachets only in select areas When demand for TR5 products increases to a certain point where we can be certain that brand loyalty has taken hold, then we think it’s the proper time to introduce the bottled product. At that point, consumers, now familiar with the product, should be willing to pay a premium.
- Virtual L’Oreal Paris- every player is connected and they create a personal profile Phone games for on the go Tea catcher (Catch the ingredients in the basket) Sensation Run (racing game where you can speed up when you collect mint/ginger crystals) Computer games 36Tea Story: Like Mario or Pokemon, your profile goes around in L’Oreal Paris Interacting with other users Facing challenges leading to mini games Points giving you the opportunity to buy virtual gifts for your player or other player End Goal: Gain enough points to win prizes, different L’Oreal products available for each level. If you go up a level, you can print out a coupon that will give you a free product. Ultimate prize is to meet the actors in the video series.
- A girl’s life changes 360 as she enters college 1. Previously thought they were just really poor, not a lot of possibilities for advancement in life- [pp: longingly looks at 360 product that’s so beautiful but can’t use because its so luxurious] 2. Parents decide to send her to college, makes her aware that they can have these things, they are middle class yay! [pp: as they tell her, the family is sitting down in a café drinking our 360 green tea] 3. As she becomes independent and needs to change, she needs to spend more time on herself. Study more for self advancement Spend more free time, friends, boys, “malling” w.e Treat herself to look better, our product is something that other girls are already using, its already their routine, she wants to adopt it This is the basis of the story, use subtle product placement throughout + Actress “behind the scenes” using the product at the end of each episode
- 20% higher than market average or similar competitor shampoo 350ml = 3.24 RSP?conditioner 350ml = 3.34 RSP? jelly 150ml = 3.70 RSP? vs. 3.59 straight conversion maskfoam 200ml = 3.20 RSP? vs. 3.10 straight conversion conditioning spray mist 200ml = 3.00 RSP vs. 3.10 straight conversion conditioning spray
- Diversity of ASEAN -> 6 month strategy in Philippines -> Why Philippines?
- Maybe add a zooming feature as Sarah mentions countries?
- Korea/Japan/China, then US & Western Europe, then South America, Eastern Europe, and Africa/Middle East Create map showing movement/influences (ex: US and Western Europe are heavily influenced by what’s going on in Beauty in Korea/Japan) - Growing tea popularity across the world
- Hair care has been growing at 3% for the past 2 years and is expected to stay at this level of growth going forward. Styling is even worse at 1% in ASEAN zone. You can see some growth happening in the conditioner section as people are moving away from 2 in 1 products, but evolution in the hair care market has been stagnant. There are low growth rates across the board with all product types especially when we compare this to other sectors in the beauty industry. People are actually aware that hair treatment is available, usage is 77% penetration in Brazil, 70% in Japan, and 35% in US women
- Cross-category promotions Promotional giveaway add-on for first 6 months, and then only sell branded tea separately after Sampling: special double sachets
- Why Philippines Specific filipino information