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