markting

Marketing (BSMK2102) - Case Study 2 "L'Oreal: Because He's Worth It" L'Oreal Paris, the French cosmetic giant, has long understood the importance of selling cosmetics as a form of self-gift. The company is involved in developing many cosmetic beauty care products, ranging from skin care, hair care, and hair colouring to make-up and styling products, marketed under famous brand names including Elseve, Studio-Line, and Dermo-Expertise. To further extend the luxurious feel of its products, L'Oreal employs the expertise of top beauty specialists, make-up artists, hair colourists, and dermatologists, including James Kaliardos for make-up and Christophe Robin for colouring, when developing its ranges. Famous for its 'Because I'm worth it tagline originally invented by McCann Erickson in 1967, L'Oreal has recently changed its tagline to Because you're worth it. The company emphasizes its self- indulgence advertising theme embodying Parisian beauty by using some of the world's most glamorous women, including Andie MacDowell, Eva Longoria, Milla Jovovich, and Oscar-winning actress Charlize Theron. Women are therefore purchasing the L'Oreal Paris brand because they want to feel glamorous and special themselves. More recently, L'Oreal Paris has recognized that women may not be the only gender that want to pamper and preen themselves. It seems that there is a group of metrosexual men who are quite prepared to buy and use cosmetics products although their habits seem to differ based on age and nationality. Younger men are the most likely to buy L'Oreal's "Men Expert product range. In Europe, 24% of men under 30 years of age use skincare products. In Japan, this rises to 30% of men under 30 years of age, and in South Korea, over 80% of young men in the same age group use skincare products. With a market that grew by 11% in 2005, it's no wonder L'Oreal Paris thinks he's worth it, even if he doesn't himself. Questions: Why do you think men, particularly young men, are now more likely to use skincare products? 2. How do you think men's skincare products need to be positioned to be successful? How do men perceive them at the moment, do you think? 3. Consider your own perceptions of men's skincare products. If you are a man: have you ever bought any men or women's skincare products in the past? Would you in the future, as it becomes increasingly common? If you are a woman: has a male friend or partner you know ever bought any men or women's skincare products in the past? What were your perceptions on hearing of this behaviour