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IBM L'Oreal: Brand Extension

The document discusses a proposed brand extension concept for L'Oreal to create concept spa spaces that educate consumers on their skin types and proper makeup application techniques through divided sections in exclusive yet accessible areas, with the objectives of improving consumers' knowledge and addressing research findings that women lack techniques for applying products correctly. The target markets for this concept are women and men ages 21 and up, as well as teenage females and males, with marketing through advertising and promotional campaigns.

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Ayanda Yeye Mashaba
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72 views13 pages

IBM L'Oreal: Brand Extension

The document discusses a proposed brand extension concept for L'Oreal to create concept spa spaces that educate consumers on their skin types and proper makeup application techniques through divided sections in exclusive yet accessible areas, with the objectives of improving consumers' knowledge and addressing research findings that women lack techniques for applying products correctly. The target markets for this concept are women and men ages 21 and up, as well as teenage females and males, with marketing through advertising and promotional campaigns.

Uploaded by

Ayanda Yeye Mashaba
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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IBM

L'Oreal

Brand Extension
Mahlatsi Mashile & Ayanda Mashaba
Brand Values
• They cater for all skin and colour types
• Place value in quality of their products
• Place high value in their scientific research and technology
• They reflect passion for innovation, performance, style and a
sense of premium in their brand
Competition
• Dermalogica
• Clinique
Findings
• Secondary Research:
-L’Oreal makes up 53% of global beauty market
-Survey: Woman experience breakouts, drying
etc because don’t know the techniques of applying
make up
-Launch new research and innovation strategy
targeting emerging and current market: capture 1
billion new consumers
-Aim to get closer to markets using technology
Brand Extension

L’Oreal Concept Spa Space


Brand Extension
• Concept:
To create a concept spa space where people are able to explore
what L'Oreal is about, learn more about their individual skin
types, while treating themselves to a spa treatment designed
purely for themselves.
Brand Extension
• Objective

Improve the knowledge of the technique used of applying make-up and skin
care of consumers.
Brand Extension
• Reasoning

From the secondary research conducted we have found gaps


and insights of where we can improve the brand in South
Africa for men and women.

Gap: From findings, women not knowing how to apply skin care
products correctly
Brand Extension
• Target Market
– First time users
– Existent consumers
– Want to start taking better care of their skin but don’t
know where to start.
– Differentiate themselves
– Associate with the elite
– Relate to the celebrity faces used to endorse the brand
Brand Extension
• Target Market
Women: (all ethnicity)
Ages 21 upwards
individuality

Men: (all ethnicity)


Ages 21 upwards
metrosexuals

Teenage females: (all ethnicity)


puberty (13-18)

Teenage males: (all ethnicity)


puberty (14-18)
Brand Extension
• How
– Create a concept spa space (almost like a museum for
L'Oreal)
– Divide into sections
– each section is allocated to a different skin texture or skin
tone as well as age group
– There will also be a section for the spa, where skin types
will be treated and given individual attention
Brand Extension
• Where
Exclusive yet accessible areas
- One in each main town of each province

(E.g: Gauteng – Johannesburg)


Brand Extension
• Marketing (alternative and traditional)
Campaign: Competition – raise awareness
Advertising : Print ad’s , Billboards, TV Commercials,
Cinema ad’s
Promotional plans: give aways of skin care products at the
concept store to increase inflow and WOM that the concept
store exists.

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