BIONIX MARKETING
ADVERTISING STRATEGIES
Presented To
Professor Michael Tomlin
Marketing 330
California State University
Long Beach
Prepared By Bionix Marketing:
Brittany Helfrich
Shelley Chen
Sarah Monastra
Ruben Papelera
Luis Deniz
Kyle Bellemare
Ivan Gartner
Tri Le
Sojeong Lee
TABLE OF CONTENTS
Introduction
1
Situation Analysis
Strengths and Weaknesses
Opportunities and Threats
Competitors and Target Audience
2
3
4
Man Up Men’s Makeup
Our Products
Our Spokesmen
5
6
How I Man Up
Television/Cable
Banned Commercials
Print
Traditional Out-Of-Home Media
Non-Traditional Out-Of-Home Media
Digital
Social Media Contest
Social Media Sweepstakes
11
13
14
16
19
22
23
24
26
Promotions
Game Changer
Guy Codes and Bro Codes
Magazine Sampling
27
28
29
Partnerships
30
Budget
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INTRODUCTION
In society, there is this phenomenon that women are expected to be aesthetically pleasing, well
groomed, and clean while men are expected, in some ways to be the opposite. L’Oréal Paris’ new
product line, Man Up: Men Redefined , challenges this notion.
Man Up: Men Redefined gives men the tools to implement this idea: men can be well-groomed, cleancut, handsome, and still be the man they want to be. The new product line will include a concealer, face
wash, face lotion, under-eye cream, anti-wrinkle cream, and face bronzer , with each name changed
accordingly for men’s taste .
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Concealer is transformed to Incognito: Correctioner. What come to mind with the word
incognito? Someone who’s identity is disguised and hidden. Hiding blemishes becomes synonymous
with being a spy and who doesn’t want to be the next James Bond?
Face wash is changed to Recharge: Facial Cleanser. With this, men will not just be cleaning and
reviving their face but they will be reviving their confidence, stamina, and enthusiasm.
Face lotion is now Hydrate: Skin Conditioner. Men are thirsty to replenish
their skin. With Hydrate their skin will no longer be begging for some moisture.
Under-eye cream is now Omit: Eye Reviver. To the point and simple. Those
bags need to go and this will simply omit them.
Anti-wrinkle cream is now the Youth Protector: Infinite. Men are natural
protectors. It’s time to attack those wrinkles and be infinitely young.
Face bronzer is now Copper: Facial Definer. That strong jaw line needs to be
defined. Plus, who doesn’t want to be the ideal talk, dark, and handsome.
SITUATION ANALYSIS
Strengths & Weaknesses
L’Oréal group is the world’s largest cosmetics and beauty company, operating with an income of
roughly $4.81 billion. The company ended 2012 with a net cash surplus of $2.06 billion dollars, three
times the amount at the end of 2011, and well exceeding the industry average. Currently, L’Oréal has
operations in over 130 countries and over 40 manufacturing plants strategically placed to ensure
timely distribution. Another strength is the company’s diversification. Not only is L’Oréal invested in
the cosmetic industry, but also active in the dermatological and pharmaceutical fields and is the top
nanotechnology patent-holder in the United States, all contributing to is L’Oréal’s vast resources.
Because of the L’Oréal group’s vast empire within the cosmetics and beauty industry, there exists a
decentralized organizational structure. L’Oréal is divided into four categories: luxury products,
consumer products, professional products, and active cosmetics; under each category is at least five
brands, sometimes more. Each brand has its own budgeting, management, and marketing, but must
still adhere to the overall L’Oréal vision and structure.
Another weakness comes with the nature of the industry. Stiff
competition arises from other leading cosmetic established brands, such
as Neutrogena, Dove, Revlon, Maybelline, Estee Lauder, Clinique, Avon.
Whatever market share is not occupied by L’Oréal is fiercely guarded by
one of these companies.
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SITUATION ANALYSIS
Opportunities
There exist several opportunities for the Man-Up brand to ensure success in the beauty and cosmetics
market. Because L’Oréal holds several patents, it also possesses greater market share; greater market share
means a lower barrier of entry for this new brand line. Now at the end of the world economic downfall,
consumers are beginning to increase spending on discretionary items such as cosmetics; Analysts estimate a
8.5 percent growth in the beauty industry by 2014.
More specific to the Man-Up brand, L’Oréal already has a men’s cosmetics line called Men Expert. The line
offers a variety of products, but is targeted to the middle-class, middle-aged man. The brand line is very
strong in Europe and Australia, but in-existent in the Americas and Asia. Man-Up would be able to fill the
gap in the United States by targeting to the younger-aged men. Then, if successful, it would be able to expand
its reach to the other continents and capture market share without taking away from the pre-existing men’s
line L’Oréal offers.
Another opportunity arises from the change in societal norms in the United States. Gender roles are slowly
beginning to loosen, as men become more comfortable with their feminine side and women become more
comfortable with their masculine side. Because of this societal change, now is the opportune moment to
introduce the Man-Up line, which isn’t suggesting they need the products, but rather they can feel
comfortable and confident in their man-hood even when using these products.
Threats
The greatest threat to the launch of the Man-Up brand is the consumer’s response; men could be easily
offended or disturbed by the notion of them wearing cosmetics. While men’s cosmetic products do exist, they
are not as widely distributed as the Man-Up brand hopes to execute and distribute. Another threat is that of
competition. As mentioned, men’s cosmetic and beauty lines do exist, but in more exclusive channels.
However, because of the great market opportunity, it would not be surprising if large cosmetic companies
such as Revlon and Maybelline began to develop similar product lines.
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SITUATION ANALYSIS
Competitors
Man-Up’s potential competitors is essentially broken up into two segments: Men’s Cosmetic
Companies and General Cosmetic Companies. While no company will directly compete with the exact
product breadth that the Man-Up brand will offer, each company listed has some threat of
competition to the brand. Axe, Old Spice, and 4VOO are the top three competitors when it comes to
Men’s Cosmetics. As for general cosmetics, the following companies are considered top competitors:
Neutrogena, Dove, Revlon, Maybelline, Estee Lauder, Clinique, Avon.
Target Audience
The target audience for the Man-Up brand is middle-class,
everyday men, aged between 18 and 30 years old. The typical
consumer of Man-Up products shops at retail stores such as
Target and Walmart. He is in with the latest trends, whether that
be in television, sports, or music. He also desires to take care of
himself, physically, emotionally, and mentally.
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OUR PRODUCTS
Eye
Reviver
Omit
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Correctioner
Incognito
Facial
Cleanser
Recharge
Youth
Protector
Infinite
Skin
Conditioner
Hydrate
Facial
Definer
Copper
OUR SPOKESMEN
For Man Up, our spokesmen represent the men that are idolized by our target audience, males 18 to
30 years old. Aaron Paul, Joseph Gordon- Levitt, Donald Glover, Steven Yeun, and Javier Hernandez
are limitless, confident, and embody success, while coming from humble backgrounds. This speaks to
our target market and plays into our main concept, “How I Man Up,” that will be discussed later in
this deck.
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HOW I MAN UP
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HOW I MAN UP
What defines a man? Confidence. A man can be an athlete, an artist, an engineer, a teacher, a
mechanic, a dancer, a singer. He can be anything and when combined with confidence, he is
limitless. The problem is not that men do not have the ability to be limitless, they simply do not have
the confidence. In a society where appearances are highly glorified but concurrently men are
criticized for using beauty care products, it leaves men in a perpetual state of limbo.
That’s where the concept How I Man Up comes into play. It does not define what “manning up” is;
it simply spreads the idea that men can care about their appearance, with the use of beauty
products, and still be men. The goal is to set up a sense of community between these men, a
brotherhood; no matter if manning up to them is surfing, dancing, working out, fixing a car,
reading, or writing, they will do it confidently and assuredly. It is confidence that gives them the
ability to man up. The launch of the Man Up’s product line is merely the tool to reach this
confidence level. It is not what they do that makes them men, it is how they feel about themselves
that makes them men. Giving men confidence through beauty products and taking care of their
aesthetic selves will leave men confident.
Our spokesmen are a true representative of this concept. They are actors, athletes,
and musicians but what do they all have in common? They are confident and come
from humble backgrounds. They are limitless.
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How I Man Up helps men realize they can be whatever man they want to be.
It is building confidence and letting men know they are not bound down to
society’s constraints. They, too, are limitless.
TELEVISION/CABLE
A commercial embodying How I Man Up’s concept will be featured on 11 major television stations. Through
research , we found that these television stations attract our target audience.
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ESPN
Fox Business
G4
ABC
NBC
Fox
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CBS
Adult Swim
Top Gear
FX
AMC
The commercial’s two major characters will represent the men who have low confidence and the men who ooze
confidence. Through out the commercial, the man with low confidence will slowly gain self worth through his
interactions with the man who is sure of himself.
The different interactions include working out and playing chess, further promoting How
I Man Up’s concept of not defining what makes a man is or does.
The conclusion of the commercial will show the complete transformation the man
made. The Incognito: Correctioner will be introduced at the end, further connecting
the idea that this product is synonymous with increased confidence. The last line
will end simply “First rule of Man Up. Don’t talk about Man Up” alluding to the
popular film Fight Club.
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TELEVISION/CABLE –
BANNED COMMERCIALS
Commercial 1: “Sex on Fire”
The commercial will begin will a romantic, passionate, and steamy sex scene with the song “Sex on
Fire” by Kings of Leon in the background. The camera focuses on the man’s skin and how dry it its.
The sound of sand paper scratching happens and suddenly the music cuts off, and the man’s skin
catches on fire. The girl starts screaming in panic and the scene goes to black with he logo “Man-Up:
Hydrate” flashing across the screen.
Commercial 2: “Blind Date”
The video shows a couple on a date and the girl is clearly blind while the guy is attractive but with
really bad acne. She awkwardly asks if she can touch his face and he says yes. She reaches one had
over excitedly, but once she starts to feel his face her expression turns confused. She starts using her
other hand and becomes more confused. Then the camera zooms on her finger running over small
pimples that read as brail in the subtitles as “I hope she doesn’t notice that I $*@& #&%(@$*
%$@%@$.” Offended, she suddenly pulls back to punch him and right when she hits him the screen
goes black with the logo “Man-Up: Recharge Facial Cleanser”
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TELEVISION/CABLE –
BANNED COMMERCIALS
Commercial 3
The video starts with a woman in leather
bondage walking out of the bathroom. She
fastens the last bounds on the guy who is
blindfolded, chained to the wall, and asks if
he’s ready. When he says yes she drops her
bag which falls open to show generic
detergents, soaps and Windex that she
starts using to clean his face. Once he
notices he starts to struggle and scream
and the screen cuts black and says “Don’t
let this happen to you, Man-Up” with the
images of the products underneath.
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PRINT
Our print advertising will be shown in popular magazines that our target audience reads:
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GQ
Esquire
Maxim
Men’s Health
Details
Our spokesman images earlier in the presentation will be included in these magazines, along with
many images shown in the next couple pages.
Magazines will include coupons and samples of Hydrator: Skin Conditioner and Omit: Eye Reviver,
that will be discussed more in details later in the deck.
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PRINT
Magazines will include ads that have
tabs like these. The purpose is to cause
intrigue and seduce men in to wanting to
try this product. The line “you’ll never
know unless you man up” also reiterates
the idea that all you need is confidence
to be the man you want to be.
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PRINT
These will be placed in magazines
encouraging men to “man up” and take control
of their lives. They will either be representing
what a man is and what he could be.
There were also be representatives of men
looking timid and scared
challenging them to
take on the
world confidently.
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TRADITIONAL OUT-OF-HOME MEDIA:
BILLBOARDS
This advertising stating “don’t be
a boy toy” plays on the word “boy
toy” with the image of the man
playing in a toy car. “Boy toy”
denotes a man who is used by
women and usually has low
confidence.
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TRADITIONAL OUT-OF-HOME MEDIA:
BUS STOPS
Our bus stop outdoor posters will be placed in major cities where there is a lot of traffic. College towns will also
have these bus stop posters because our target audience falls in the college age group.
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TRADITIONAL OUT-OF-HOME MEDIA:
BUSES
Our buses, like the bus stop ads, will be on buses that have routes it major cities. College towns where buses
are a huge form of transformation will also have these advertisements.
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NON-TRADITIONAL OUT-OF-HOME MEDIA
In multiple story malls, there will be
a male stick figure poster on the
bottom platform of the elevators.
On the elevator itself there will be an
arrow pointing up with the Man Up
logo. For the upper part of the
elevator that is connected to the
ceiling, there will be a poster with a
male stick figure and female stick
figure holding hands. The actual
upward motion of the elevator with
the arrow pointing up will provide a
visual of “manning up” that goes
beyond stationary advertisements.
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DIGITAL
Search Engine Optimization
We will be incorporating Google AdWords as a part of our search engine optimization for
Man Up makeup. Here, we will be able to easily position ourselves on the internet by having searches
such as “make up for men” and “male under eye bags” redirect consumers to Man Up’s banners and
websites.
Social Media Channels
We will have an ongoing social media contest and sweepstakes through Twitter ,
Instagram, and Facebook, which will be discussed on the next page. Other social media channels we
will use are YouTube, Google+, and Vine. Vine, which is a new and upcoming short video social
media channel, will allow consumers to upload short video submissions of what makes them a man.
These can be linked to their Twitter, Facebook, YouTube, and more. However, these videos are only
for fun and sharing, and not included in the social media contest and sweepstakes.
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SOCIAL MEDIA CONTEST
The Social Media Contest will utilize Twitter, Instagram, and Facebook. Both Twitter and Instagram
will use hashtags #howimanup and #manningup to enter a contest where men will post pictures or
tweet about tasks they considered to be “manning up.” People who link their Twitter and Instagram
to Facebook will be entered twice for the contest. The prize is a free Man Up product. There is a
winner every week for the social media contest.
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SOCIAL MEDIA CONTEST
Each week of the month will have a specific theme:
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First: “How I Man Up My Mind” This can include pictures and tweets of men studying, reading,
doing homework, etc. The specific hashtag for this week will be #howimanupmymind.
Second: “How I Man Up My Home” This can include pictures and tweets of men cooking, fixing the
sink, doing laundy etc. The specific hashtag for this week will #howimanupmyhome
Third: “How I Man Up My Body” This can include pictures and tweets of men working out at the
gym, running outside, dancing, etc. The specific hashtag for this week will be #howimanupmybody
Fourth: “How I Man Up My Life” This can include pictures and tweets of men proposing, men
with their newborns, men spending time with friends and family etc. The specific hashtag for this
week will be #howimanupmylife.
The beauty with “manning up” is their pictures and tweets can be anything the man perceives as being
a man. It can be doing homework, fixing a car, working out, reading, painting, dancing, ect. the
options are endless and further promote the idea that being a man is not what you do but
how you feel doing it.
The prize is not just a free Man Up product , the winner will also be placed in a
yearly sweepstake.
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SOCIAL MEDIA SWEEPSTAKES
The winner of the sweepstake will win a trip with four of his
friends to Las Vegas. In the hotel room, there will be the full
Man Up product line for each of the participants. They will be
asked to take pictures of using the products and all the fun
they are having in Las Vegas.
These pictures will be posted to Instagram with the hashtags
#howimanup and #manningup and to Facebook also. They
will also be asked to tweet about their experiences in Las
Vegas.
This sweepstake will be highlighted throughout the year,
letting men know their chances of
winning is 1 out of 52 if they win
the social media contest. This will
give men more of incentive to
participate in the social media
contest.
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PROMOTIONS – GAME CHANGER
The Game Changer is a bundle that puts the most usable products:
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Hydrate : Skin Conditioner
Recharge: Facial Cleanser
With small sample sizes of the product that men would be less inclined to buy:
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Incognito: Correctioner
Infinite: Youth Protector
Copper: Facial Definer
Omit: Eye Reviver
Skin conditioners (face lotion) and facial cleansers (face wash) are used readily
amongst men and are in other product lines. Correctioner (concealer), youth
protector (anti-aging cream), eye reviver (under-eye cream), and facial definer
(bronzer) on the other hand could be foreign to men.
By bundling these products together, 1. Hydrate: Skin Conditioner with samples
of Incognito: Correctioner and Infinite: Youth Protector and
2. Recharge: Facial Cleanserwith Copper: Facial Definer and Omit: Eye Reviver,
this will give men the opportunity to try products they would have not tried
originally. If they like these new products, this will increase sales.
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PROMOTIONS – GUY CODE AND BRO CODE
Guy Code is a coupon that will provide a discount off of Man-Up products. They will be placed in the
specified magazines, on Man Up website, sent in mail, and in stores. These coupons will have humorous
sayings and stories that men can relate to and laugh at.
Bro Code is a QR code that will be found in the specified magazines, in stores, and on posters. These QR
codes will lead men to the Man Up website when they take a picture of it with their phones.
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PROMOTIONS – MAGAZINE SAMPLING
In the specified magazines; GQ, Esquire, Maxim, Men’s Health, and Details; there will be samples of
different products from Man Up’s line. These will include:
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Hydrate: Skin Conditioner
Omit: Eye Reviver
This will allow men to try first hand these product. The smell and feel of these products will be
accomplished through this promotion.
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PARTNERSHIP
Free samples will be sent to clubs, bars, and hotels to use in the bathrooms. The samples include:
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Incognito: Correctioner
Hydrate: Skin Conditioner
Recharge: Facial Cleanser
The clubs, bars, and hotels will be in extremely populated areas and where our target audience visits
regularly.
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BUDGET
Television
Total: $1,366,300
Spokespersons:
TV Media
Aaron Paul
Joseph Gordon- Levitt
Donald Glover
Steven Yeun
Javier Hernandez
$100,000
$250,000
$100,000
$80,000
$85,000
ESPN
FOX Business
G4
ABC
NBC
FOX
CBS
Top Gear
FX
AMC
$19,300
$200,000
$17,000
$94,000
$76,000
$200,000
$94,000
$18,000
$13,000
$20,000
Print
Total: $23,181
1) Spokesmen
images in
magazines
2) How I Man Up
Timid Guy Ad
in magazines
3) Coupons in
magazines
4) Samples in
magazines
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GQ
Esquire
Maxim
Men’s Health
Details
$5,950
$4,342
$3,674
$4,115
$5,100
Total $615,000
Total $751,300
BUDGET
Outdoor Advertising
Total: $3,900,000
Billboards
Time Square:
Los Angeles:
Mall Displays:
Bus Stops
Promotions
Total: $540,035
Direct Mail
Sending Coupons
$44,000
Social Media
Contest &
Sweepstakes
Free Product per week
Free trip to Vegas for 5
$35
$10,000
Partnerships
Total: $90,000
Clubs, Bars, Hotels
Commercial
Free samples in restrooms
$ 90,000
Total: $12,000
Commercial
Production
Company
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$3.6 Million
$168,000
$66,000
$66,000
$12,000
BUDGET
Digital
Total: $1,900,000
Banner ads per year
Yahoo
Men’s Health
Maxim
Mobile
Total: $25,000
Coupons scanned
through smartphone
app
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$1.5 Million
$200,000
$200,000
Smartphone App
$25,000
TOTAL BUDGET
$7,856,516
~$7.9 Million
BUDGET
Television
$1,366,300
Print
$23,181
Mobile
$25,000
Partnerships
$90,000
Commercial
$12,000
Outdoor Advertising
$3,900,000
Promotions
$540,035
Digital
$1,900,000
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