From January unti May 2013, BrandFEP developed a solution to answer to L'Oréal Brandstorm's 2013 challenge:
Develop a new and innovative product or product line based on a consumer insight for the Southeast Asian market. Moreover, we also had to design the marketin mix for the innovation and plan the integrated launch strategy for the first 6 months, and a mid-term strategy for the next 2 years, antecipating a possible globalization for the product.
Being this, we developed: L'Oréal Paris Men Expert PROTECH, the first line of hair care products for the mass market with Stem Cells Tenchology. This sollution was based on a complex and deep analysis of the Southeast Asian market and designed to meet the Indonesian Men's concerns and needs.
Market choice decision scoreboard.
Profiling the Indonesian.
Additionally, we developed a Market Entry Strategy, along with an Operational Execution Plan to launch these products on a competitive and diverse market.
Our proposed Innovation
We also created a communication strategy that leveraged on L'Oréal's unique branding and considered the strong cultura nuances of a south-eastern country as single as Indonesia. The result was a very consumer driven campaign, that respected and worked with current brand standards of the company.
Double page ad mock-up.
Social engagement and experimentation strategy mock-up
TV ad mock-up using local L'Oréal endorser Nicholas Saputra
It was a great chance to experiment with a top-level worldwide brand such as L'Oréal, while overcoming the challlenge of working within a framework we had no connection with - the south-eastern market region.
Thank you,
Artur Dias
Pedro Silva
Mariana Figueiredo
