L'Oréal Professionnel Homme: redefining the market with a new extension

Abstract

The market for beauty and personal care has been target of much attention for several years; however, nowadays, the attention has been more directed particularly to the male beauty and personal care market. This market has grown rapidly since men began to be more concerned about their appearance and that society has stopped to be so judgmental about men taking care of themselves, making them more opened to go to hair salons and use beauty and aesthetics services. This new trend has led brands to invest in the professional male market, which was the case of L'Oréal Professionnel Homme, a professional brand (inserted in L’Oréal Company) that is exclusive for men. This brand has created a line of products especially for men’s hair, to be sold in hair salons and barber shops. Findings from personal research provided evidences about what men need and want in salons and barber shops. So, throughout this case study it is given to students and professionals of this area the necessary tools to extend the existing LPHomme hair care range of products to a new segment: beard. Those tools will also allow them to create a suitable communication campaign, in order to promote the extension. Having said that, it was also developed an extensive research on brand extensions. This research will support the target of this case study with a valuable and practical tool about the topic of extensions, making them more capable of applying it to the LPHomme brand. As previously stated, this thesis, presented as a case study, has the purpose to support students and professionals in certain contexts of their academic and/or professional careers. Giving them a real life case of a multinational company and providing information on an industry that is evolving at a rapid pace.