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L’Oréal Brandstorm 2011 “L’Oréal Professionnel, the expert, trendsetter brand for the world’s greatest hairstylists”

CONTEXT
L’Oréal Professionnel, the founding figurehead brand of the L’Oréal Group With 23 international brands, L’Oréal is the leading beauty products group in the world today. Its story began a hundred years ago, when L’Oréal founder Eugène Schueller, a visionary chemist withtremendous entrepreneurial instincts, created the very first completely safe hair colouring product and sold it to all the hair salons in Paris. The company’s first products, designed for hairstylists only, were initially distributed under the L’Oréal brand, a name which was changed to L’Oréal Professionnel to differentiate the brand from others the Group soon acquired to enlarge its portfolio.L’Oréal Professionel’s particular distribution channel, via service providers, prompted the brand to focus on blue-chip creativity and technical sophistication to satisfy hairstylists in a consumer role. Working alongside professionals Today, L’Oréal Professionnel is a firm favourite with hairstyling salons across the world, thanks to unquestioned expertise gained from decades of research intohaircare and beauty needs: shape, care and colour. The brand has forged exceptional, historical links with hairstylists, first by working with them to develop products in creative workshops that are genuine laboratories of ideas, then by investing heavily in their vocational training, thus promoting their craft’s development and expertise. Present in 56 countries, L'Oréal Professionnel is the businessand creative partner of over one million of the world's most dynamic hairstylists, making it the leading professional brand, with turnover of one billion euros. Men’s salon experience Men’s attitude towards and usage of hair salons varies from country to country and what men expect from hairstylists depends on a wide variety of social customs. In some countries, men would rather go to a barber shop(for men only) where they generally get a quick haircut, with none of the real styling and haircare products & services some people wish they could find there. In other countries, men might go to hair salons (for both women & men) but would feel uncomfortable. Since they would see themselves as being in a mostly feminine environment, dedicated mainly to demanding women, men would feel ill at ease,and not know how to act, where to stand, etc. The brand realised that much improvement was needed to make male consumers feel they are in the right place, with salons paying enough attention to their needs. Action in salons L’Oréal Professionnel launched its first range of products for men under the L’Oréal Professionnel Homme brand. It was designed to meet the specific needs of men's hair andwas a great success. Men now had products for them when going for a haircut, including waxes, gels, pastes, shampoos, the famous Cover 5’ treatment to blend white hair and the Energic 5’ massage to refresh and invigorate hair. But according to the brand, this approach was only possible when there was an existing attendance of men up to 40% in the salons. Wondering what the “salon of the future”’will look like, the brand now aims to attract even more men by introducing a service for men only, a “men’s salon experiment”. Should men be encouraged to frequent hair salons also used by women? Should they be courted at barber shops where they could get more than just a hair cut? THINK BEYOND…

ABOUT THE BRAND
Words that sum up L’Oréal Professionnel: Expert Trendsetter Sophistication InnovationInspiration

Brand claim “By the world’s greatest hairstylists” Brand Mission One million of the world’s greatest stylists and most talented colourists choose L’Oréal Professionnel technology, who supply the most innovative products and techniques, and set the fashion trends. L’Oréal Professionnel offers you guaranteed results and endless possibilities. Combine L’Oréal Professionnel and a...
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