Professional Documents
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Millennial men’s obsession with their hair is driving sales of male styling products ahead faster than sales Google Trend Analysis
of men’s skin care and shaving products. The “it” product on men’s grooming goes to…
Men’s Grooming
“Dyed Hair Men” “Platinum Hair Men”
Market
Sales of men’s hair-care products With an estimated 6.1% growth last year, and While in 2015, sales of men’s skincare products
conquered 16% of the $4.2 billion sales reaching $665 million; it is the fastest- grew just 2.4% and sales of shaving products fell
men’s personal-care market. growing sector at a time when others are slowing. 2.9% as it is challenged by the popularity of beards.
Source: Mintel, 2016
“Silver Hair Men” “Grey Hair Men”
“Korean wave,” is used to describe the rising popularity of Korean popular culture. Over the past
decade, the Korean wave exploded in medias across the world generating a ripple effect. These Google Search Trend graphics from February 2014 until
February 2017 prove that men’s interest towards hair colouring
Fuelled by fashion, the Korean
wave is taking the world by storm and is considerably increasing.
COSMETICS
FASHION
Hair Styling
Sculpt your hair with our medium-hold high-performance wax and
achieve that clean-matte finish!
Hair Nourishing
Nourish your hair with our coconut oil and coffee-infused hair wax that
won’t dry out your hair even after repeated use!
It’s easy
to apply!
WHY INVEST ON
THIS PRODUCT?
Target audiences: Primary target? Emerging markets!
Millennial men, aged between 18 and 25 Research has shown that men in emerging markets Men’s hair colouring is an emerging trend but there is still no
Image-conscious and metrosexual men are more image conscious that those in developed presence of a market leader that has a strong brand equity.
countries, put more effort into their hair care, and We believe that it is within L’oreal’s best interest to tap a new
Engaged to social media and technology savvy
seek more modern and trendy style. “untouched” market and SEIZE this golden opportunity!
Live in urban cities (Euromonitor, 2016)
#TryBold: A DIGITAL CAMPAIGN
Make the most of life by being more daring, audacious and BOLD. We invite men The campaign will be mainly delivered digitally as millennials are digitally connected.
to confidently reveal, state and affirm themselves to the world by having a strong Moreover, an increasing number of men say they buy grooming products online and
prefer online research from mobile devices over browsing in-store grooming aisles.
appearance. Be bold, stand out, make a statement. #TryBold, Be Seen! (Source: BCG Report and e-Marketer)