A brand plan for Loreal Men Expert. We did this as a part of brand management course keeping it in alignment with Loreal Brand Storm 2016. We utilized the resource material and created our own brand plan, for course purpose.

1. L’Oréal Men Expert Brand Plan
Éclatant
MKT-511: Brand Management
Syeda Mahjabeen Tauqir 20141-16988
Muhammad Hussain 20141-17712
Submitted: Sir Ejaz Wasay
INSTITUTE OF BUSINESS MANAGEMENT Korangi Creek

2. Muhammad Hussain 20141-17712 Syeda Mahjabeen Tauqir 20141-16988
L’Oréal Men Expert Brand Plan for Éclatant
L’Oréal Men Expert: Promise and Character
L’Oréal Men Expert believes male evolution is ongoing through grooming. Men modern men take
care of themselves, never like before. They have the advanced technology and knowledge to do
so. And L’Oréal Men Expert has the power to help men achieve their desire for manliness. L’Oréal
Men Expert has complete set of tools and gifts based on research and development by experts, to
allow best of men grooming and care.
L’Oréal Men Expert creates the perfect toolbox. 100% suited for modern men.
L’Oréal Men Expert mission:
To reveal the best in every modern man
L’Oréal Men Expert, is impressive and aspirational brand. Its uses the strong power of the
multinational brand L’Oréal. This brand is high value brand with respect to expertise of scientific
research.
The character involves modern manliness, elegant without complex, charismatic success, charm
and seduction. It is always up to date and modern; always in the trend. For men who want to
reveal, state and affirm themselves
L’Oréal Men Expert is unique from its competition like Nivea, as they are about care and
wellbeing, others are older brand but L’Oréal Men Expert is new, young and all about empowering
the modern men.
Sources of Brand Strength
L’Oréal Men Expert was built on the premise to help cater to men’s grooming by providing
multiple benefits on its uses in the simplest manner as possible which has proved to be successful
due to the acceptability by today’s men or more specifically the advent of the metro sexual men
who are aware about their hygiene and grooming needs.

3. Muhammad Hussain 20141-17712 Syeda Mahjabeen Tauqir 20141-16988
The brand portfolio existent today has a lot of products covering various needs as discussed in the
brand audit of L’Oréal Men Expert in areas like hair, skin and body with eye catching phrases and
usage of ingredients like ‘Deep Earth’ , ‘Volcano Minerals’, ‘Hydro Power’ which all give an
effect that the body gels, shaving creams, shampoos, body sprays, rolls on etc. are in fact made up
of natural ingredients and without the usage of extra chemicals because men as it is are nature
inclined. The L’Oréal Men Expert has capitalized on its usage of natural ingredients to attract men
and this is how they have identified opportunities to leverage their strengths upon. The fact remains
that in the near future whatever new product they add into their product portfolio will be based on
their natural ingredients notion and if capitalized in the right way, it could be as successful as the
previous products in its portfolio.
Opportunities To Leverage on Its Strengths And Brand Extension
L’Oréal Men Expert has already done a lot of its homework on today’s men and their thinking.
Men want 5 minutes, easy to groom pattern of lifestyle where product availability is there, usage
does not take more of their already short time and busy schedules and the usage is simplistic in
nature. L’Oréal Men Expert has hit the nail right on the head by capitalizing on these basic
mindsets of men and in every way possible, they have made grooming for men way easier than it
was before with an equal opportunity to help men embrace their own uniqueness and feel apart
from other men.
Now our set proposal is for a brand extension in the L’Oréal Men Expert portfolio is a basically a
dry shampoo by the name of ‘eclatant’ for men which is a French word for Brilliant and Dazzling.
The name suggests the uniqueness of this product. According to our analysis, the number of Men
grooming companies that are existent today, have no such extension in their product category. Our
idea evolved when we overheard a young- adult male discussing how ease life would become
easier if he wouldn’t have to shampoo every day or take a full- fledged shower to have fresh
looking hair. So our product strategist was informed of this urgent sense of need in men to appear
fresh without much effort. So building our new product on the same lines as of our other products
which capitalized on the ‘Natural Ingredients’ notion, we sought to launch a dry shampoo with the

4. Muhammad Hussain 20141-17712 Syeda Mahjabeen Tauqir 20141-16988
dazzling power of ‘Mountain Water Falls’ which provide the most purest forms of water, providing
the healthiest ways of nutrition to the body and hair of humans.
Brand Extension Rationale And Purpose
Questions may arise as to why we have set this new product as a brand extension other than just
setting it as one of our line extensions because the category maybe of a shampoo but what
differentiates it, is that it is dry and in the form of a spray unlike the liquid, common shampoo
which is existent as one of our brands in L’Oréal Men Expert. Off course our variant’s in this
category will differ, or in other words we have sought to extend variants in our extension of the
new product according to the needs of our target markets which includes men of all ages, that is
16 to 59 years of an age ( will be discussed later), however the line extensions will range from
‘Éclatant’ – Fresh with a dash of olive oil to maintain hair moisture, ‘Éclatant’ – Oil Free with a
dash of Aloe to remove excess grease from the hair and lastly ‘Éclatant’ – Vitality with a dash of
Tea Tree Oil to combat the dandruff problem.
Even when launching a new brand extension, a lot of research is put in. It’s not a day’s research,
and definitely not based on one particular person’s opinion like we mentioned above. Yes, one
opinion can start of the research process and slowly help the team divulge into a wide area of
research to mostly know the opinions of their target market and to what extent the new product is
demanded for because in the market domain, consumer remains sovereign and research is the only
way to find out the minds of the consumer. So, our rationale to develop this new product range is
to cater to the demand of the majority of males in the millennial era today who have a mindset to
groom but in the most simplistic and easy way as possible.
Reinforcement of Brand Promise
Our extension, in no way acts as a barrier to fulfilling our long made promise of consumer
satisfaction and utility. For us our consumers are the key to our success and our workings and hard
work is to provide the best to our consumers and maintain our value proposition with the same

5. Muhammad Hussain 20141-17712 Syeda Mahjabeen Tauqir 20141-16988
zeal as we did before and that is to provide multi- benefit products in the simplest way possible to
groom men.
The dry shampoo category like its name suggests ‘Éclatant’- Oil Free, Vitality and Fresh will
evolve around the same promise and value proposition as before. Even the outer outlook will help
maintain the manly stance of the L’Oréal Men Expert range of products launched before with hues
of Black, Red, Yellow, Green and Blue and all the neon shades available. The bottle will be
metallic and the use will be easy with a button to press and release the spray so no extra effort will
be put in. The brand promise will be maintained in the sense that the product offered by L’Oréal
Men Expert are credible and trusted upon by the customers. They fulfill the needs without putting
the customer in any danger after use. Since this is a spray which is used on the hair, it must remain
user friendly and not be irritable to the eye or skin thus these aspects are taken care of when
researching on the right ingredients to use and the right natural ones to use as well.
Relationship with Consumers and Consumer Awareness
Since ‘ease of use’ is just an idea in the minds of the consumer, consumers have not yet focused
on exactly what they need however L’Oréal with its extensive research was able to understand the
mind of the consumer exactly and was able to capitalize on the vague ideas presented by the
consumers themselves showing the diligence with which consumer’s mindsets are judged just to
make consumers aware of what they themselves want. So currently dry shampoos are not all that
popular and have been launched by only a few, unknown brands or companies thus L’Oréal Men
Expert, being a highly corporate brand itself in the consumer market knows the extent to which its
consumers understand the concept of dry shampoos for men as a means to cater to the ever busy
life style of not only the millennial men but definitely men of all ages and generations, thus our
anticipation according to the statistics based on the successful launch of our previous products and
portfolios, we will make sure that this new extension is not only known as the new product and
then set aside but to be continuously used over and over again by the buyers of Men Expert
products.

6. Muhammad Hussain 20141-17712 Syeda Mahjabeen Tauqir 20141-16988
Credibility and Loyalty
L’Oréal Men Expert is an established brand and has been set up at that pedestal by the consumers
themselves thus it has an advantage of keeping its trust intact. L’Oréal has always kept its
emotional appeal by providing a sense of purpose, vitality in life, ease of use, healthy and hygienic
living, and confidence in the way consumers feel and thus are able to perform better. In this case
men are always on the run to earn and to fulfill their roles as the bread winners of the family. They
are depicted in the society as practical people thus L’Oréal understands this need of its consumers
especially men when it comes to L’Oréal Men Expert which came out as an entirely different brand
to cater to the needs of the male gender and help them emancipate themselves from all the
challenges they face around the clock. They understand that busy men lack the will to make extra
efforts thus they provide an ease of access and use to them to generate confidence in their brand
and trust that it will never sway from its core proposition.
Target Market
Hair Care
In 2015, the market of hair care was of 2439 million euros.
Gatsby is at the top with 13% market share whereas L’Oréal is not in top 5.
Traditionally, men grooming was looked down upon and with the advent of 19th
Century men
started to care about their looks and look and dress smart. Then the new millennium brought in
technology and disruptive products that allowed men to take care of themselves further.
Men`s grooming business has overall reached 17.1 billion Euros and with the 6% rise.
17% of grooming business is on Hair with 5% increase.
Demographic Segmentation
Family size 1 or more than one
Family life cycle stage: bachelor or newly married
Income based: Middle Upper Class

7. Muhammad Hussain 20141-17712 Syeda Mahjabeen Tauqir 20141-16988
Psychographic Segmentation
Lifestyle characteristics: well-groomed/stylist/trendy/metrosexual
Behavioral Segmentation
Benefits Sought: Clean and Refreshed hair
User Loyalty: Loyal
Usage Rate: Low
Product Attribute: Dry Shampoo
Positioning: Clean Hair, Expert Technology, Well Groomed look
Segment Size: Includes 25% university students <male>
Budget
This is the estimated budget for Brand Extension of L’Oréal Men`s Expert for `Éclatant` in France
only.
Quantity 250ml
Manufacture Cost $3.9
Promotional Cost $0.1
Units 3,900,000
Total Costs $4
Price $4.5
Profit $1,950,000

8. Muhammad Hussain 20141-17712 Syeda Mahjabeen Tauqir 20141-16988
Objectives
• To determine average level of male consumer preference towards Éclatant he level male
consumer choice
• Recognize potential benefits that the customer expects from ` Éclatant ` by L’Oréal Men`s
Expert.
• Explore consumer reaction toward L’Oréal Men`s Expert dry Shampoo.
• Understand consumer perception of product, quality and its benefits impact.
• Distribution of 120,000 sprayers, in the first quarter
Action Plan
A tri month period before the launch, the marketing campaigns will be activated. L’Oréal Men`s
Expert will target its own online customer base at the digital platform:
• Instagram there are 33.5k single account.
• Facebook 515K pages aggregated
• Youtube, 19.25 million view and 10.5k subscribers.
• 23k followers on twitter
Targeting via images and video adverts of `Éclatant` by L’Oréal Men`s Expert.
Promotional Distribution at Universities in Paris and Nice
After the launch, Brand Endorsements will start.
Monitor and Measure
#Éclatant #ModernMen will be tracked.
Digital Campaigns will be measured by google analytics. Conversion rate will be calculated
E-commerce stocks will be noted.
Shelves at markets will be observed.
Feedback and survey will be effectively catered by Customer Relationship Management.