LOREAL PARIS 欧莱雅营销方案

LOREALPARISChinaischanging…Chinesemenarechanging…IsChangingtheChineseMen.LOREALPARISFor·MBODYSHOWERTheSkinCancerFoundation—theworld’sonlyglobalorganizationexclusivelydedicatedTofightingskincancer—hasjustGivenL’OréalParisskincareproductswithSPF(sunprotectionfactor)of15orhighertheirSealOfRecommendation.It’sasealL’OréalParisisproudtobear.NET:85mlNobleL’OREALPARIS行业背景推广主题产品定位广告策划For·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!男士日化用品：剃须用品剃须泡、剃须膏、剃须嗜喱、须后水、须后修护霜等头发洗护洗发水、护发素、摩丝、嗜喱水、发蜡等脸部洗护洗面奶、爽肤水、面霜、眼霜、润唇膏、面膜等身体洗护沐浴液、爽肤水、润肤霜、防汗霜、泡澡粉、摩砂膏等香水各类香水、古龙水彩妆各类彩妆用品？？？……For·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!目前国内主要男士身体洗护品：曼秀雷敦乐碧止汗香体喷雾曼秀雷敦系列Adidas系列Adidas男士香体走珠碧欧泉系列碧欧泉男士腹部紧致凝胶大宝采诗高夫For·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!几条结论：◎大部分传统的中国男人还没有使用身体护理品的习惯。◎目前男士身体护肤领域在中国还处于市场培育阶段。◎各种男士身体护肤品在中国市场销售量都很小。◎中国男士身体护肤市场是一个比较有潜力的市场，但有待于开发。For·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlGlamourL’OREALPARIS推广主题——我们的创意ChangeFor·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!概念——ChangeChinaischanging...Chinesemenarechange...For·MischangingtheChinesemen.For·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!意象诉求产品效果——Change生活方式——Change消费观念——Change个性风格——Change形象气质——ChangeFor·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!口号（广告词）Changeissoeasy!改变，是如此的轻松！For·MBODYWASHTheSkinCancerFoundation—theworld’sonlyglobalorganizationexclusivelydedicatedtofightingskincancer—hasjustgivenL’OréalParisskincareproductswithSPF(sunprotectionfactor)of15orhighertheirSealOfRecommendation.It’sasealL’OréalParisisproudtobear.NET:85mlNobleL’OREALPARIS产品定位For·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!产品品牌选择：兰蔻赫莲娜碧欧泉薇姿理肤泉欧莱雅专业美发巴黎卡诗巴黎欧莱雅美宝莲卡尼尔小护士羽西系列产品名称：For·MFor·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!产品系列品种：四个类型，每个类型含三款产品：沐浴液，爽肤水，护肤乳For·MBODYWASHTheSkinCancerFoundation—theworld’sonlyglobalorganizationexclusivelydedicatedtofightingskincancer—hasjustgivenL’OréalParisskincareproductswithSPF(sunprotectionfactor)of15orhighertheirSealOfRecommendation.It’sasealL’OréalParisisproudtobear.NET:85mlNobleL’OREALPARISFor·MBODYWASHTheSkinCancerFoundation—theworld’sonlyglobalorganizationexclusivelydedicatedtofightingskincancer—hasjustgivenL’OréalParisskincareproductswithSPF(sunprotectionfactor)of15orhighertheirSealOfRecommendation.It’sasealL’OréalParisisproudtobear.NET:85mlGlamourL’OREALPARISFor·MBODYWASHTheSkinCancerFoundation—theworld’sonlyglobalorganizationexclusivelydedicatedtofightingskincancer—hasjustgivenL’OréalParisskincareproductswithSPF(sunprotectionfactor)of15orhighertheirSealOfRecommendation.It’sasealL’OréalParisisproudtobear.NET:85mlVigorL’OREALPARISFor·MBODYWASHTheSkinCancerFoundation—theworld’sonlyglobalorganizationexclusivelydedicatedtofightingskincancer—hasjustgivenL’OréalParisskincareproductswithSPF(sunprotectionfactor)of15orhighertheirSealOfRecommendation.It’sasealL’OréalParisisproudtobear.NET:85mlEnergyL’OREALPARISFor·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISFor·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlVigorL’OREALPARISFor·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlGlamourL’OREALPARISFor·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlEnergyL’OREALPARIS尊贵型魅力型活力型抗倦型For·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!目标人群：20－40岁男性，中高收入，消费品味高。首推地域：中国沿海较发达地区，直辖市，省会城市销售渠道：商场专柜，男士会所，名流俱乐部，高档酒店For·MENERGIZINGLIQUIDL’OréalParishasdevelopedanewlineofacnetreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARISChangeissoeasy!定价：尊贵型148.00198.00238.00538.00魅力型148.00198.00238.00538.00活力型98.00158.00198.00398.00抗倦型98.00158.00198.00398.00F·MENERGIZINGtreatedsystemsspecificallyDesignedFormenadultskin.net:45mlNobleL’OREALPARIS沐浴液爽肤水润肤乳三件组合装VigorL’OREALPARISFor·MChangeissoeasy!SKINCAREMenhavetheirownskincareneeds.Nowtheyhavetheirownskincarecollection.Excessoilanddirt,razorburn,dullandfatiguedskin,darkcircles,express