Free Essay

Lancome Luxury Skincare Line for Men

In: Business and Management

Submitted By ericscott5
Words 1582
Pages 7
The male cosmetic market has grown exponentially throughout the last decade. The younger generation of men is more readily accepting in this market as they “feel more comfortable using grooming products beyond the traditionally accepted deodorant and shaving products.”(Hawkins, 453) The biggest challenge in developing this market is making it more widely acceptable for all demographics of men to use male cosmetic products.
In today’s society, men feel the need to look younger and more attractive. The market has grown far from the major competitors including L’Oréal, Dove, and Old Spice to include up and coming companies such as Axe and Diesel. These new companies have taken a modern approach to their advertising using humor and sexuality , while Old Spice still uses its classic “The Man Your Man Could Smell Like” campaign.
The demographics have been broken up to such:
· Ubersexuals (25 percent): With a mean age of 38 and a mean income of $60,600, this group sees no complications between the sexes, and most agree that s is a good time to be a man.
· Regular Joes (27 percent): With a mean age of 43 and a mean income of $61,900, this group has no difficulties with how men are portrayed in media and do not feel threatened by women.
· Marked Grouchos (30 percent): With a mean age of 47 and a mean income of $55,500, this group is confused about what women want and do not like the way women expect more from them.
· Neutrals (18 percent): With mean age of 41 and a mean income of $53,500, this group is less resentful of woman than Grouchos and are accepting of changing gender roles. (Hawkins, 453)
The packaging of these products is crucial when it comes to enticing men to make a purchase. Packaging is the first feature a customer sees when buying a product and could be a large deciding factor in whether the customer buys it or not. Modern day men’s grooming packages tend to be black with a simple logo and color scheme. It is a definite need that the packaging reflects the intended genders i.e. for men, no pink or pastel color palates since society and consumers associate these hues with buying a feminine, or unmanly, product.
Male grooming products challenge manufacturers to advertise in new and novel ways while respecting traditional and evolving gender perceptions. The timing and placement of ads for men’s grooming companies is crucial to reaching the desired demographics. For instance, airing a commercial during sports events reaches a large market share. Not only are companies advertising during sporting events, but going so far as to sponsor sports teams and events. Female products are not often advertised during said sporting events so there is little competition for air time. However, women’s products are advertised more during daytime and primetime slots to reach their intended market.
In addition to timing and placement of advertisements, Celebrity endorsements are a huge contributing factor into what kind of products a man will use. As a highly influential form of propaganda, the huge marketing power of celebrities saturates the media. Athletes, musicians, actors and even politicians who claim to use a product can influence supporters and fans to purchase their preferred specific brands and products. Choosing the correct people to use in advertisement can greatly increase acceptance by everyday men.
Beyond age and income, another determining factor effecting the purchase and use of male grooming products is occupation. Most workplaces and job markets are competitive environments resulting in men feeling the pressure to appear a certain way. In many white-collar markets, first impressions are made based on appearance and men are judged on their style and personal presentation. This may require men in these lines of work to need extra grooming products including hair gels and facial moisturizers to achieve the perceived desired look. Not all jobs need or want a clean cut, polished appearance. Men who work more of a blue collar job many not feel the need to spend money on the more extravagant grooming products since they are going to get dirty or disheveled while working. These men’s men tend to stick with tried a true products that are deemed necessary (deodorant and shaving cream) with consideration for additional merchandises.
Another factor that is influencing men’s use of grooming products is the geographical area in which they live. Men living in an urban environment and working indoors are inclined to use additional products to keep up with the high fashion city stereotype. Conversely, men living in a rural setting are more likely to work outdoors, requiring sunscreen and insect repellent over hair gel and manicured hands.
New terminology has been developed to help qualify, define, and normalize the men’s grooming product market, but these word associations could do more damage than good. For instance, the term metrosexual is defined as "a usually urban heterosexual male given to enhancing his personal appearance by fastidious grooming, beauty treatments, and fashionable clothes." The term was coined to help market the male products and was efficacious for a small amount of time in a limited market group. However, the term has experienced some societal and consumer backlash. The repercussion has occurred in the form of the manly-man approach which dictates “Men should not spend more than five minutes fixing their hair. Hands should be unmanicured. Men should like bars, not clubs. Men should cook, but only manly meals such as hamburgers, steak, shrimp, mashed potatoes and pasta. Men should not garnish. Men should drink beer or cocktails not more complicated than Jack and Coke.”(Dang) Unintentionally, being or looking meterosexual has become associated with gentler lifestyles and femininity by older generations.
Ubersexual is another addition to our lexicon. As stated before, these men are on average younger, making them more adaptable or comfortable with the current style trends. The marketing for this group seems to already be in place and highly effective. These young men take pride in the way they look and have incomes that can readily absorb grooming products and practices into the budget.
The Regular Joes subgroup makes up a little over one quarter of men. This group is slightly older than the Ubersexuals making them more likely to resist the evolution of male stylings. Companies and advertisers will need to take an active stance to combat the backlash against men’s grooming products. For example, Lancome could make their men’s products more practical for daily use highlighting the advantages and affordability for the working class man. Specifically, the marketing teams should emphasize medical benefits and dermatologist recommendations in regard to daily use of SPF as sunscreen or as an ingredient in moisturizers. This is obvious to men who work outside or have a history of skin cancer, but men all men are exposed to the damaging ultra violet rays of the sun any time they are outdoors. This includes playing outside with their kids, attending and participating in sporting events, walking to and from work or the car; activities that are all part of the Regular Joes daily schedule.
Marketing Grouchos comprise almost one third of males, have slightly less disposable income and are part of the baby boomer generation, clinging to the values and standards they were raised with. Because this demographic is unclear, and perhaps even uncomfortable, with the modern approach to male grooming, products should be very affordable, practical, and easy to use. These products should fit into previously established routines, such as teeth brushing and shaving, without increasing primp time. Since these makes are confused by “what women want, “instructions for use and examples of results should be clear and concise. Advertising for these men’s products should show the product in use, the end result, and star men from this demographic demonstrating the ease of use and positive results. Imagine a Viagra commercial: good looking, slightly older, calm men explaining the product like a prescription with benefits specifically for this age group, gender, and their traditional desires.
Neutrals might not have a lot of disposable income but because they are accepting of style evolution, they will use make grooming products if they are purchased for them. Products that are geared to make the man more attractive or palatable to their partner or spouse will inspire the partner or spouse to “pick up” the product for their man. Again, affordability is paramount as is ease of use. Brands that women are familiar with and trust should formulate a men’s version. For example, if a woman loves her Neutrogena moisturizer and sees that a “men’s” line is available, she is more likely to purchase the product for her man when she is making her personal purchase. These products should be displayed near their female counterparts in stores and include scents that are mild or nonexistent. Similarly, products can be unisex: buy one bottle of moisturizer or face wash that both genders can use.
In summation, men’s grooming products should be affordable, easy to use, and have practical benefits. Over half of all men want or need to maintain their “manliness” and the subtle nuances associated with being a man’s man. Careful advertising, clever packaging, and everyday benefits will allow this niche market to expand to the general population.

Citation
Hawkins, D., & Best, R. (2004). Consumer behavior: Building marketing strategy (12th ed., p. 453). Boston: McGraw-Hill Irwin
Dang, D. (2005, October 12). Metrosexual backlash: It's the flop of the fop. Retrieved April 12, 2015.

Similar Documents

Premium Essay

Dasdasd

...L'Oreal S.A. Company Profile Publication Date: 5 Aug 2011 www.datamonitor.com Europe, Middle East & Africa 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7551 9090 e: euroinfo@datamonitor.com Americas 245 5th Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Asia Pacific Level 46 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8088 7405 e: apinfo@datamonitor.com L'Oreal S.A. ABOUT DATAMONITOR Datamonitor is a leading business information company specializing in industry analysis. Through its proprietary databases and wealth of expertise, Datamonitor provides clients with unbiased expert analysis and in depth forecasts for six industry sectors: Healthcare, Technology, Automotive, Energy, Consumer Markets, and Financial Services. The company also advises clients on the impact that new technology and eCommerce will have on their businesses. Datamonitor maintains its headquarters in London, and regional offices in New York, Frankfurt, and Hong Kong. The company serves the world's largest 5000 companies. Datamonitor's premium reports are based on primary research with industry panels and consumers. We gather information on market segmentation, market growth and pricing, competitors and products. Our experts then interpret this data to produce detailed forecasts and actionable recommendations, helping you create new business opportunities and ideas. Our......

Words: 3042 - Pages: 13

Premium Essay

Strategic

....: L’Oréal was perceived as the supremely elegant, high-priced luxury brand, while Maybelline was viewed as a high-quality/low-price value brand. • Lancôme was L’Oréal’s largest and best known premium brand and held 5% of the global premium beauty and personal care market. Lancôme was high-priced and served as the channel for L’Oréal’s most costly and intensive R&D projects. Stakeholders: • Lindsay Owen-Jones, CEO in 1988 • Jean-Paul Agon, current CEO • Eugene Schueller, developed a hair-color formula for L’Oreal • Patrick Rabain, head of consumer products Competitor: • Procter & Gamble, 1st in advertising • Unilever, 2nd in advertising • Revlon • Avon Target Market: • Salons • Beauty Department Store • Personal care / Beauty product users Strategy: • L’Oréal began targeting men in 1999 when it introduced L’Oréal Feria for Men and Casting ColorSpa for Men in 2000. • L’Oréal was organized into three major groups: Cosmetics, The Body Shop, and the dermatology branch, Galderma Laboratorie. L’Oréal’s operations were broken down into four divisions: o Consumer Product Division – Retail, outlet/channels o Luxury Products Division – Department stores, duty-free o Professional Products...

Words: 1236 - Pages: 5

Free Essay

Sensitive Skin

...As a world leader in the cosmetic industry, Lancôme should develop a line of products that caters to customers that have such worries. Since they currently don’t offer any products that are gentle, they are losing major sales to Clinique, a major competitor that offers fragrance free and gentle items. The new products they need to have should be gentle on the skin with...

Words: 3166 - Pages: 13

Premium Essay

Marketing Plan for Cosmetic Good in Vietnam

...Products for teenagers, especially for men are becoming more popular. Secondly, the demand of consumers for products containing natural ingredients has led to many manufacturers researching and developing such products....

Words: 2548 - Pages: 11

Premium Essay

Cosmetic Industry

...Market Potential Analysis – A study of the Cosmetics Industry in the ABC Islands Master Thesis within Business Administration Author: Danny Reijntjes Ryan Wagijo Tutor: Jönköping Desalegn Abraha May 2012 Master Thesis within Business Administration Title: Market Potential Analysis – A study of the Cosmetics Industry in the ABC Islands Authors: Danny Reijntjes & Ryan Wagijo Tutor: Desalegn Abraha Date: 2012-05-14 Subject terms: Market potential, Aruba, Bonaire, Curacao, Cosmetics. Abstract Background: The main aim of the research is to focus on the market potential of the cosmetic brands in the market of Aruba, Bonaire and Curacao (ABC islands). These islands are located in the Caribbean Sea in front of the coast of South-America. Before starting to expand, international companies first search for potential suitable markets to invest in. This thesis attempts to find out if there is a potential market for the cosmetic products of the companies on the ABCislands. The purpose of the Master thesis is to find out if there is a potential market for new cosmetic products on the ABC islands. To achieve the purpose, the research addresses the market potential analysis. The market of Aruba and Curacao offer a great number of potential clients and a good future prospect. These findings are also supported by research that was conducted in 2007 by the Icongrouponline. Majority of the consumers on the islands are willing to try new professional cosmetics products. Additionally,......

Words: 37005 - Pages: 149

Premium Essay

Amorepacific: from Local to Global Beauty Case

...In China, our cosmetics line is sold in more than 100 department stores in 70 cities and business is finally growing. And we have opened a flagship spa in New York that is doing very well. For 2004, AmorePacific reported 3,300 employees and sales of 1,272 billion Korean Won (KRW), equivalent to US$1,111 million. Cosmetics and toiletries generated four-fifths of sales (and green tea and health care the rest), placing the company among the top 30 worldwide. AmorePacific held a share of more than 30% of the Korean market for cosmetics, versus 8% for its leading local competitor, LG Household and Health Care, and 4% for L’Oréal, the world’s largest beauty products company and the leading multinational competitor in Korea.1 But although AmorePacific’s share of the Korean market had reached record levels and its overall operating margins of 15%+ ranked among the highest in the sector, its sales fell by 5% from 2003 to 2004—and its operating income by 7%—mostly because of the contraction and continued restructuring of the Korean market. International sales crossed KRW 100 billion (nearly $100 million) in 2004, after foreign direct investments of comparable magnitude, but continued to be unprofitable. Could AmorePacific fulfill its vision of becoming one of the top-10 cosmetics companies in the world, with $4 billion in sales by 2015,...

Words: 12002 - Pages: 49

Premium Essay

Hand and Body Care in France

...INDUSTRY PROFILE Hand & Body Care in France Reference Code: 0164-0114 Publication Date: September 2010 www.datamonitor.com Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: eurinfo@datamonitor.com Datamonitor Middle East and North America Datamonitor PO Box 24893 Dubai, UAE t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena@ datamonitor.com Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: apinfo@datamonitor.com France - Hand & Body Care © Datamonitor. This profile is a licensed product and is not to be photocopied 0164 - 0114 - 2009 Page 1 EXECUTIVE SUMMARY EXECUTIVE SUMMARY Market value The French hand & body care market shrank by 2.4% in 2009 to reach a value of $813.9 million. Market value forecast In 2014, the French hand & body care market is forecast to have a value of $804 million, a decrease of 1.2% since 2009. Market volume The French hand & body care market shrank by 2.9% in 2009 to reach a volume of 96.2 million units. Market volume forecast In 2014, the French hand & body care market is forecast to have a volume of 83.9 million units, a decrease of 12.8% since 2009. Market segmentation I Premium body care is the largest segment of the hand & body care market...

Words: 7879 - Pages: 32

Premium Essay

Myarabic

...They have 5 key areas of expertise − hair care, hair colorants, skincare, make-up and fragrances. There is a huge motive behind the study of L’Oreal. The study will help us to understand the operations which are carried out by L’Oreal. The operations such as marketing strategies, business plans, company at a glance, business structure, management and operating structures , competitors position as per this company, business development, discussion of business strategies, SWOT analysis to understand the different pros and cons of the company, so as to report properly to operate effectively and deal smartly. This study offers a comprehensive analysis of the organization, its business segments, and competitors. It analyzes the business and marketing strategies...

Words: 6882 - Pages: 28

Premium Essay

French Perfume Industry

...ERASMUS Manon LAGARDE (20061333) Antoine PETERS (20061286) Helene PIED (20061239) ERASMUS Manon LAGARDE (20061333) Antoine PETERS (20061286) Helene PIED (20061239) Helene FOLEY Helene FOLEY BUSINESS STRATEGY BUSINESS STRATEGY Industry of French Luxury perfumes Industry of French Luxury perfumes ------------------------------------------------- Table of contents Executive Summary 3 I. Industry Overview 4 II. PESTEL Analysis 9 1. Economical& Social 9 2. Legal 12 III. PORTER 14 1. Rivalry among existing competitors 14 2. Threat of new entrants 14 3. Threat of substitute products or services 15 4. Bargaining power of suppliers 15 5. Bargaining power of buyers 15 IV. Individual Part – DIOR 16 1. Company Background 17 2. SWOT Analysis 19 3. Company Analysis 20 4. Competencies and resources of the firm 22 5. Conclusion and Recommendations 24 V. Individual Part - CHANEL 27 1. Company Background 28 2. Financial aspect 31 1. SWOT of the company 32 3. Company Analysis 33 4. Competencies and ressources 34 5. Conclusions and Recommendations 35 VI. Individual Part – Yves-Saint-Laurent 37 1. Company Background 38 2. SWOT Analysis 41 3. External Environmental factor 42 4. Competences and resources of the firm 42 5. Recommendations 43 VII. Bibliography 45 IX. Appendices 47 1. PESTEL 48 2. Survey 51 3....

Words: 11078 - Pages: 45

Free Essay

Ksoo

...A questionnaire was developed and distributed to men who are in the age range between 15-45 years old and living in Karlstad, Sweden. The total sample consists of 94 respondents. Further, the returned questionnaires were analyzed by using factor analysis, correlation and path analysis in SPSS version 16.0. The results of the study indicated that the numbers of ‘men who use skin care products’ and ‘who do not use’ is not so much different. Most of male customers who using skin care products reveal that,...

Words: 24266 - Pages: 98

Premium Essay

Management

...INTERNATIONAL MARKETING STRATEGY FOR HERBORIST Thesis Wang Wei Degree Programme in International Business International Marketing Management Accepted____.____._____ ________________________________ SAVONIA UNIVERSITY OF APPLIED SCIENCES Business and Administration, Varkaus Degree Programme, option Bachelor of Business Administration, International Business, International Marketing Management Author(s) Wei Wang Title of study International Marketing Strategy for Herborist Type of project Date Pages Thesis Supervisor(s) of study 3.4.2011 65 Executive organization Tuula Linnas Abstract Herborist Chinese cosmetics industry is a booming industry and it is also one of the fastest growing industries in China. After China has joint WTO, with the tariff reduction, the tendency of the Chinese cosmetic market internationalization is inevitable. Herborist is a typical Chinese domestic cosmetics company. Now Herborist tries to find new customers and build core competitiveness. As they have already entered the Europe market to some extent, it is time for them to focus on international marketing strategies for the European market. The aim of this thesis project was to provide valuable marketing strategy for Herborist’s European market operations and to help the company to expand its operation to Europe. The study is mainly based on quantitative research. The data collection was carried out by a questionnaire. Qualitative research was carried......

Words: 12005 - Pages: 49

Premium Essay

Manager

...Learning with Cases INTRODUCTION The case study method of teaching used in management education is quite different from most of the methods of teaching used at the school and undergraduate course levels. Unlike traditional lecture-based teaching where student participation in the classroom is minimal, the case method is an active learning method, which requires participation and involvement from the student in the classroom. For students who have been exposed only to the traditional teaching methods, this calls for a major change in their approach to learning. This introduction is intended to provide students with some basic information about the case method, and guidelines about what they must do to gain the maximum benefit from the method. We begin by taking a brief look at what case studies are, and how they are used in the classroom. Then we discuss what the student needs to do to prepare for a class, and what she can expect during the case discussion. We also explain how student performance is evaluated in a case study based course. Finally, we describe the benefits a student of management can expect to gain through the use of the case method. WHAT IS A CASE STUDY? There is no universally accepted definition for a case study, and the case method means different things to different people. Consequently, all case studies are not structured similarly, and variations abound in terms of style, structure and approach. Case material ranges from small caselets (a few......

Words: 239776 - Pages: 960

Premium Essay

Abc Abc

...Breakout Strategy Meeting the Challenge of Double-Digit Growth Sydney Finkelstein Charles E. Harvey Thomas C. Lawton (McGraw-Hill, New York, 2006) Table of Contents Dedication Acknowledgements Table of Contents List of figures Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Breakout Strategy Getting on the Fast Track Staying out Front Breakout Dynamics Putting Vision to Work Being a Magnet Company Delivering the Promise Executing Breakout Breakout Leadership Appendix: case study companies Index List of Figures Figure 1.1 Figure 2.1 Figure 3.1 Figure 4.1 Figure 5.1 Figure 5.2 Figure 5.3 Figure 5.4 Figure 5.5 Figure 6.1 Figure 6.2 Figure 6.3 Figure 6.4 Figure 7.1 Figure 7.2 Figure 7.3 Figure 8.1 Figure 8.2 Figure 8.3 Figure 9.1 The Breakout Strategy Cycle Companies Getting on the Fast Track Companies Staying Out Front Types of Capital and the Capital Accumulation Process The Vision Wheel State Transition for Harley-Davidson: Organization State Transition for Harley-Davidson: Culture State Transition for Harley-Davidson: Relationships State Transition for Harley-Davidson: Markets The Six Pillars of a Value Proposition Leveraging up the Apple Value Proposition Reconciling Different Value Propositions Leveraging up Samsung Electronics’ Value Proposition Components of a Business Model Aligning the Business Model and Value Proposition Business Model Needs Analysis Delivering Strategy System Balance and Strategy Delivery......

Words: 103858 - Pages: 416