L'Oreal Brandstorm competition entry- Kiehl's

Page 1

L’OREAL BRANDSTORM 2014

THE RESOLVERS


Q/HOW WOULD YOU GROW KIEHL’S MEN’S BUSINESS?


A/ THE WEEKEND ATHLETE


THE BRAND

“GROOMING BRANDS LIKE TO TALK ABOUT HERITAGE, BUT FEW HAVE A HISTORY AS LONG AND PRESTIGIOUS AS KIEHL’S” (PUNTER, 2013)


BRAND DNA

1851 THE FOUNDING FATHER

THE START

1921

THE APPRENTICE

CREDIBILITY

1960s THE NEXT GENERATION

THE FIRST LADY

2000

1980s

+ APPROACHABILITY

THE SAFE HANDS

THE PRESENT

THE FUTURE?


SE

SE

VA

TY

ERSON P & S A E L U P F U I L E O R PO S N GNATUR E SI THE FOUNDERS / THE FL AGSHIP

EXCITING, ENGAGING PRESCRIPTIVE SKINCARE EXPERIENCE GIVING / SCIENCE / RESPECT / SERVICE / QUALITY / PERSONALITY / HONEST / ECLECTIC / ADVENTUROUS

THE KIEHL’S CODE


STRENGTHS / F OC U S ON E FF IC AC Y / U N I S E X & G E N D ER -SP E C IF IC / P H A R M A C E U TIC AL B A C K G R OU ND / E N G A G I N G STO R E E N V I R ON M ENTS / ED U C AT I ON & P R E SC R IP TIO N / P R E S S S U PP O R T / H E R I TA G E & HISTO R Y / T R U S T & C R EDIB IL ITY

/ LI MIT ED CHANNELS T O MARKET / PREMIUM PRICE POINT / LOW BRAND AWARENESS / AMONGST REGUL AR CONSUMERS / INCONSI ST ENT VI SUAL MESSAGE / LI MIT ED MEN’S RANGE

WEAKNESSES

OPPORTUNITIES / GROWIN G M AL E GR OOM I N G MARKET & CON S UM E R BAS E / RI SE IN R E TA I L E R E DI TOR I AL / CRE AT I N G COM M UN I TI E S I N BUI LDI N G M AN -CL UBS (FU TURE L AB , 201 4)

/ UT ILI S I N G PR ODUCT KNOWLED GE TO AN S W E R TH E MAN-UAL CON S UM E R TR E N D (FU TURE L AB , 201 4)

/ I N CR E AS I N G COM PE TI TI ON / N O A DVE R TI S I N G POL I CY / W OR D-OF -M OUTH L E S S E F F I CI E N T AM ON GS T M AL E S / L I M I TE D H I GH S TR E E T PR E S E N CE / N O F ACE TO TH E BR AN D / AVOI DS S PE CI A L OF F E R S TH AT COUL D E N TI CE M E N

THREATS


STRENGTHS

FO CU S ON E FFI CA C Y

LOW BRAND AWARENESS AMONGST MAINSTRE AM MALES

WEAKNESSES

OPPORTUNITIES

CRE ATING MALE COMMUNITIES THROUGH SHARED INTERESTS

L ACK OF SKINCARE CONVERSATION AMONGST MEN

THREATS


“THANKS TO A BLURRING OF TRADITIONAL GENDER BOUNDARIES AND SOCIETAL SHIFTS, THE MEN AT ALL LEVELS OF THE MARKET ARE WARMING UP TO GROOMING” (STYLUS, 2013)

CULTURE


“A M A N WH O S E L I F E S T Y L E , S P E N DI N G H ABI T S AN D CO NC E RN FO R PER SO NA L AP P E AR AN C E AR E L I K E N E N E D T O T H O S E T Y PIC A L O F A FASHIO NA BL E , UR BAN , H O M O S E XUAL M AN ” (OED, 2 01 4)

THE METROSEXUAL 1994 / THE MENAISSANCE

2014 / THE RETROSEXUAL “IT IS N O LON GER CON SID ERED EF F EMIN ATE TO LOOK WELL-TURN ED OUT” ( DE L ACE Y , 20 12)


THE MAN-O-METER INGESTIBLE BEAUTY

TECHNOLOGY & INNOVATION

ANTI-AGEING

FACIAL HAIR CARE

MAN MAKEUP

HEALTH AWARENESS

>>>GOING UP


TH

BEARD / HAIR LOSS /

NS

E

N C O ER C P HYSIQ U E

/ SKIN / GREY HAIR


THE FOCUS GROUP

MEN ON: THEIR BODIES EYES FACIAL HAIR HAIRSTYLE

THEY DISLIKE

BODY PHYSIQUE SKIN

THEY LIKE


PHYSICAL EXERCISE

+

NUTRITION & DIET

+

? =

HEALTH


PHYSICAL EXERCISE

+

NUTRITION & DIET

+

SKINCARE

=

HEALTH


THE FOCUS HE ALTH & FITNESS


“OVER HALF OF MEN EXERCISE & A THIRD PLAY SPORTS AT LEAST ONCE A WEEK, GENERATING A LARGE CONSUMER BASE FOR SPORTS T( M ION TIE LL, 2E0 1T3 )R I E S ”

58% OF MEN EXERCISE WEEKLY

35% OF MEN PLAY SPORT WEEKLY

ONE IN FIVE MEN ARE INTERESTED IN SKIN HE ALING INGREDIENTS FOR POST SPORT USE (MIN TEL, 201 3)

11% OF MEN ARE INTERESTED IN PRODUCTS WITH FIRMING INGREDIENTS TO MAXIMISE THE EFFECTS OF PHYSICAL ACTIVITY (MIN TEL, 2 01 3)


KEY PLAYERS MOLTON BROWN LAB SERIES AESOP THE BODY SHOP FISIX

ON THE MARKET


SPORTS SKINCARE

+ + + + +

GR OW ING MA RKE T E S TA BL IS HE D INT E RE S T AS PIRAT IO NA L & C U L T U RA L LY RE L E V A NT N AT U RA L L INK W IT H C O MMU NIT Y A C T IV IT Y C URRE NT LY O NLY AT T RA C T S NIC HE C O NS U ME R BAS E


THE WEEKEND ATHLETE SURVIVING LIFE WHETHER YOU’RE RUNNING, WALKING, SWIMMING, CYCLING OR JUST LIVING


WALKING

SWIMMING

RUNNING

CYCLING

THE WEEKEND SPORTS PART OF THE KIEHL’S STORY

KIEHL’S MT. EVEREST EXPEDITION

KLAUS HEIDEGGER

KIEHL’S BADWATER ULTRAMARATHON

KIEHL’S EARTH DAY CYCLING RELAY


THE PRODUCTS


BEAT THE BURN POST-RUN MUSCLE REL AXANT GEL K E Y I N GR E D I E N T S E U C A LY P T U S BORAGE OIL B L A C K P EP P E R C H A M O MI L E

Massaged into marathon muscles, this relaxant gel will relieve the strain induced by a challenging run. Black Pepper will ease the ache, uplifting Eucalyptus will re-energize fatigued limbs and Borage Oil will diffuse the tension in sore tissues, whilst simultaneously providing an intense hit of hydration. Copper Peptides act as a shock-absorber, alleviating the skin-stretching side effects of high intensity cardio. With the calming aromatic scent of Chamomile, this gel will de-stress the mind as well as the skin, leaving you prepared for your next marathon adventure. RRP: ÂŁ22.50


REPEL THE RAYS

WATERPROOF SUN PROTECTION SPRAY Our efficient, multi-purpose sun protection spray is every cyclist’s best friend. The lightweight formula provides long-lasting, heavyduty UVA and UVB broad-spectrum protection, whilst fighting against the extra sebum production induced by high intensity exercise. Water-resistant Ethylhexyl absorbs harmful UVB rays, even when you’re working up a sweat. The aerosol format makes for easy re-application throughout your cycle - the fine spray requires no rubbing in so your sun protection won’t slow you down. Enriched with high levels of aloe vera, it doubles up as a post-cycle skin-soother when your spin stops and the sun comes down.

K E Y I N GR E D I E N T S E T H Y L H EX Y L A L O E VE R A

RRP: £2 2 .50


MARCH THE MILES ANTI-BLISTER FOOT BALM KEY I N GR E D I E N T S Z I N C O XI D E CALENDULA M E T H OL

Sore feet can be enough to make a molehill feel like a mountain, but this foot balm will help you reach your walking goals. With Zinc-Oxide, a hard-working astringent, it will prevent perspiration, removing excess moisture, keeping feet dry and comfortable, preventing the painful chafing that comes with heavy boots and thick socks. Calendula, a natural antiseptic will banish odour-inducing bacteria and with invigorating menthol, it will cool and refresh feet, to ensure your stride doesn’t suffer. RRP: £22 .50


SURVIVE THE DIVE ANTI-CHLORINE BODY WASH

K E Y INGREDIENTS C O CONUT OIL S O D I U M THIOSULFATE A LL ANTOIN

You can take the man out of the pool… and now you can take the pool out of the man. This nourishing body wash rinses away the harmful chemicals that cling to the skin’s surface, alleviating the skin’s imbalance. Sodium Thiosulfate neutralizes chlorine and reduces its harmful drying effect on the skin, whilst botanical Allantoin acts as a soothing anti-irritant that protects from excessive chemical exposure. Hydrating Coconut Oil will replace the moisture the pool takes out, leaving your skin feeling smooth, supple and strong. RRP: £22.50


WHAT’S YOUR SPORT?

THE SURVIVAL KITS AND ONE HERO MARCH THE MILES

SURVIVE THE DIVE

BEAT THE BURN

PICK THREE PRODUCTS

WRI ENPDE LR ETCHOEV E R Y S RP AR YA SY

YOUR SURVIVAL KIT


THE STRATEGY

PRINT ADVERTISING

SPECIAL OFFERS

WORD OF MOUTH

PR & MEDIA RELATIONS


THE COMMUNITY MAN - CLUBS (FUTURE LABORATORY, 2013)

E V E N T S

KIEHL’S MISSION

+

= CHARITY

THE WEEKEND ATHLETES REIGNITING FRIENDSHIPS THROUGH SHARED INTERESTS


THE SKINATHLON

SURVIVING LIFE WHETHER YOU’RE RUNNING, WALKING, SWIMMING, CYCLING OR JUST LIVING

SPORTING QUADATHLON IN KEY LOCATIONS ACROSS THE GLOBE- USA,UK,HONG KONG, CHINA,CANADA,BRAZIL LAUNCH IN NEW YORK RAISING MONEY FOR THE CHARITIES UNDER THE KIEHLS 3 PILLARS-CHILDREN/ ENVIRONMENT/HIV IMPROVE BRAND AWARENESS & CUSTOMER LOYALTY


THE STRATEGY THE WEBSITE

SOCIAL MEDIA Want to be part of a global challenge? Our #Skinathlon kicks off this week in our hometown of NYC. Meet us at Pear Tree Corner, 10am #TheWeekendAthlete

S K I NAT H LO N

THE WEEKEND ATHLE TE

P R O D U C TS

Calling all men! We know how important your health and physique is, but have you thought about your skin lately? #TheWeekendAthlete http://youtube.com/kiehls/theweekendathlete

ED U C AT I O N SIGN UP

For men who cycle, run, swim, walk or just live: sign up to our #Skinathlon challenge and have #TheWeekendAthlete kit at the ready http://kiehls.com/skinathlon

PROMO VIDEO Pear Tree Corner | NYC 24.08.2014 10.00am Skinathlon Challenge


WHO ARE THE WEEKEND ATHLETES?

THOSE WHO DO SPORT

THOSE WHO TALK ABOUT SPORT

THOSE WHO ASPIRE TO SPORT


BUDGET ESTIMATIONS PER SKINATHLON BASED ON 500 PARTICIPANTS

INCOME TO KIEHL’S:

ENTRY FEE

£25 =

£12,500

INCOME TO CHARITY:

SPONSORSHIP

£100

=

£50,000

BREAKDOWN VENUE POOL INSURANCE BRANDING/SIGNAGE FIRST AID TSHIRTS & PRIZES TIMING SYSTEM VOLUNTEER COSTS EVENT ORGANISER FEE PHOTO/VIDEO ADMIN

£7000 £1000 £1000 £2000 £500 £5000 £500 £2000 £5000 £2000 £2000

TOTAL £28,000 AFTER ENTRY FEES

£15,500


THE FINISH LINE

STAGE ONE: THE WEEKEND ATHLETE GET THEIR ATTENTION

STAGE TWO: KIEHL’S SKINATHLON BUILD A COMMUNITY


THE FUTURE STAGE THREE: EVERYDAY ATHLETES APPEAL TO THE MASSES

SWIMMER

CYCLIST

RUNNER

WALKER

HYDRATING RANGE FOR DRY SKIN

BALANCING RANGE FOR OILY SKIN

STRENGTHENING RANGE FOR SENSITIVE SKIN

REJUVENATING RANGE FOR MATURE SKIN


L’OREAL BRANDSTORM 2014

ANY QUESTIONS? THE RESOLVERS


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.