Loreal Men Expert A project term presentation with Loreal Brandstorm 2016 perspective and resources. We did brand audit, brand plan and then brand extension with imaginary product Eclatant-a sub brand of dry shampoo. Although we couldnot make it brandstorm further stages but we completed it for our course.

1. MKT-511: BRAND
MANAGEMENT
MR. EJAZ WASAY
INSTITUTE OF BUSINESS MANAGEMENT

2. Team : Ace Look
Syeda Mahjabeen Tauqir 20141-16988
Muhammad Hussain 20141-17712

3. Brand Promise &
Character

5. Men`s Grooming-17.1B Euros
I have been using L’Oréal Men`s Expert, for almost a decade on and off now. I have tried Nivea, Axe and others. But L’Oréal is still my favourite. Its
for new sophisticated men. – Muhammad Hussain, Business Student, Pakistan.

6. Brand Extension

8. “I m a model, to me, my face is my most precious asset. I trust only L’Oréal Men Expert face wash.”
-Yasoob Zaidi, Citrus Talent
AGE
GROUP
PROBLEMS(on average)
16-29 Too thick, dull hair, oily/greasy scalp, hairtyle doesn’t
last, dry hair, hair tend to get dirty quickly and hairfall.
30-39 Scalp tends to sweat and prone to irritation, overloaded
hair, oily/greasy scalp and flaky scalp/dead skin shred.
40-49 Unruly tufts, dandruff comes back if not stopped treating,
flakes/dandruff, thin/sparse hair and grey hair.
50-59 Baldness, grey hair, graying temples, thin/sparse hair and
hairfall/hair loss.
Problem:
Men all over the world face umpteen hair
problems.
The chart below explains the average occurring
hair problems which is relevant to our product,
in the different age groups of France, China,
India, America and Brazil.
Need:
• They need to clean their hair regularly. After a bike or any windy ride, they have dirt in their hair.
• Similarly, after 3-12 hrs of gel and wax, they need to wash their hair; to get rid of oil, dirt, gels/wax/creams/oil.
• Hence, they need quick clean and portable hair wash with almost <preferably> more than the effect of shampoos.
• Unlike women, men tend to spend much lesser time on grooming approx. 10-20mins. For wash preferably less than 10min.
• Hence they need quick portable and long term cleaning effect<sustaining the wash> for their hair.

9. Product
• Our solution is the product: `Éclatant for men
`a dry shampoo for men. This product saves their
time and effort to spend a lot of time on other hair
products which don’t have much of an effect.
Features
• Éclatant for men is targeting men of all ages like:
• For 16 to 29, as discussed, men have dry, heavy
hair which get dirty quickly thus ‘Rush’- Fresh
with a dash of olive oil helps maintain their hair
smoothness and moisture is locked to combat the
dry hair problem
`ECLATANT Variants
• ‘Éclatant’ – Fresh with a dash of olive oil to
maintain hair moisture,
• ‘Éclatant’ – Oil Free with adash of Aloe to remove
excess grease from the hair
• ‘Éclatant’ – Vitality with a dash of Tea Tree Oil to
combat the dandruff problem.

10. Sir Ejaz Wasay
Today, men have to focus on their looks, like never before. I
take care of my face, beard and hair a lot.
I need to wash my hair, as I they tend to absorb dirt too much.
I am looking forward to use something that quickly washes my
hair and removes oil and gel, like without utilizing 5 minutes.
Esp when I wake up from a sleep, I at times need the quickest
fix.
-Talha Khan
Thank You
Special thanks
Samrah Anis, Talha Khan, Qayum Dilpak and Yasoob Zaidi