Brandstorm International Finals - Team Canada

Chest Hair

Leg Hair

Team Canada McGill University Sean Finnell Jony Tabuteau Jaylen Gadhia

Changing the Male Body Image Ideal

Shift in masculinity:

Men care more about

their physical appearance

Increasing male body

dissatisfaction: 190% increase

from 1970

Appeal to women:

2/3rds of women want men to shave

their body hair

Hargreaves, D.A. & Tiggemann M. (2009). Muscular Ideal Media Images and Men’s Body Image. Psychology of Men & Masculinity, 10(2), 109-119. Patino, A. (2005). Male Body Image and the Fear Appeal. Advances in Consumer Research, 32(1), 260-263. Dworschak, Manfred. "'Back, Crack and Sack': Pubic Shaving Trend Baffles Experts.” Spiegel Online International. N.p., 29 Aug. 2009. Web. 16 Mar. 2014.

Men & Grooming

Increasing awareness of men’s grooming due to: –  A more sophisticated male consumer –  More experimentation by men –  Higher demand for specialized products

Euromonitor International. The Changing Role of Men: How This Is Affecting Purchasing Habits. Rep. N.p.: n.p., 2007. Print. Strategy Briefing eMarketer, "The State of Men,” Rep. N.p. 2013, JWTIntelligence, Ispos. USA Men’s Grooming Attitude & Usage Report, May 2012

1/3 OF MEN HAVE

REMOVED BODY HAIR

0%  

10%  

20%  

30%  

40%  

50%  

60%  

Growing acceptability of hair removal

48% OF MILLENIALS 36%

OF GENERATION X

24% OF BABY BOOMERS

Athletes & Grooming

Athletes & Grooming

Increasing number of men undergoing hair removal treatment

“Male clientele jumped from 5% of business to 60% in the past few years”

– Ted D. Bare Salon, L.A.

“Male waxing customers have increased by 30% this past year”

– Shobha Salon, NYC

“Number of men undergoing laser hair removal rose by 86% last year”

– London Hair Removal Clinic

“Men find it intimidating, exposing themselves to a stranger. […] They ring up saying ‘My girlfriend wants me to do this’”

Datalounde. "The New Male Grooming Obsession." DataLounge. N.p., Jan. 2014. Web. 16 Mar. 2014. Innes, Emma. "The Rise and Rise of MALE Hair Removal" Mail Online. Associated Newspapers, 24 Jan. 2014. Web. 16 Mar. 2014. Corbett, Holly. "Manscaping: A Guy's Guide to Getting Rid of Body Hair." Men's Fitness. N.p., n.d. Web. 16 Mar. 2014.

Search Trend for “Manscaping”

103%

INCREASE OVER 5 YEARS

2008

2013

Male Attitudes Towards Grooming

“I want to keep my grooming routine as simple as possible”

“Once I find a product I like I rarely switch”

“I don’t mind giving a new product a try

if my girlfriend suggests it”

78% AGREE

67% AGREE 57%

AGREE

Ispos. USA Men’s Grooming Attitude & Usage Report.

Male Body Grooming Options Ease Simplicity Pain Cost Efficacy

Shaving

Waxing

Permanent

Depilatory

Good Bad Legend:

Geography Market Value (2012) Growth (5 years)

World $4.7 billion 28%

North America $1.6 billion 17%

Western Europe $1.3 billion 1%

Asia Pacific $0.6 billion 76%

Latin America $0.6 billion 159%

Depilatory Market (incl. female products)

4th FASTEST

GROWING SEGMENT

Euromonitor International. Depilatory Market Size – Global Market.

15% of Body Shaving Market

Of the best-selling depilatory creams on Amazon.com, one third are male-designed products.

Proven Male Demand

“Male depilatories are

one of the most

untapped sectors

in the grooming

market.”

– Euromonitor International

BLUE OCEAN OPPORTUNITY

No premium male depilatory cream offerings exist in the market.

4-7x / week

1-2x / month

Ultimate Men’s Body Grooming

Hair Removal Cream

Soothing Skin Salve

Daily Skin Treatment

Hair Removal Cream

Calcium thiglycolate & hydroxide and naturally-sourced, efficacious ingredients

Painless, zero-hassle solution to man hair grooming

Premium product designed especially for men’s coarser hair and more sensitive areas

Ginseng Root

Brightening & energizing

Green Tea Oil

Antioxidants & UV protection

Wild Thyme & Vanilla

Anti-inflammatory & fragrant

Any hair removal process is stressful for the skin

Calms & fortifies skin and makes it feel even more energized than when you started

Soothing Skin Salve

Aloe Vera

Anti-inflammatory, cleansing & purifying

Chestnut Extract

Skin softening & purifying

Vitamin E

Antioxidant; repairs skin dryness & aging

Menthol

Skin cooling & tightening

Caffeine

Tightens, firms, and smoothes skin

Tighten muscle appearance

Daily Skin Treatment

Energize your skin

Prevent ingrown hairs

Slow hair regrowth

Top-of-mind, daily-use moisturizer to treat your skin in four distinct ways

Papaya Extract

Skin renewal, exfoliating & softening

Creosote Bush Extract

Hair growth retardant & antioxidant

FACIAL PRODUCTS BODY PRODUCTS

FACIAL CARE FACIAL GROOMING BODY CARE BODY GROOMING

CLEANSE / TONE

MOISTURIZE

SPECIALITY

Men’s Product Geography

New product category

opportunity with zero risk of

cannibalization

Strategic Fit for

Innovative and naturally efficacious product offering

Addresses a real customer need

Increases basket size for purely incremental revenue

Attracts a new customer base of athletic men

Pricing

€21 REMOVAL

CREAM

€14 SOOTHING

SALVE

€19 DAILY

TREATMENT

€19 250ml BODY WASH

€21 125ml FACIAL MOISTURIZER

€14 #1 AMAZON MALE REMOVAL CREAM & SALVE

€34 STARTER

KIT (HALF-SIZES)

3 Primary Target Markets

Current male

customers

Polished professionals, affluent adopters,

trendy triers

Current female

customers

Women comprise over 50% of male product

purchases

Athletic men

New need-based demographic to attract to Kiehl’s

Communications Objectives

Reinforce male grooming as a masculine practice deeply rooted in athleticism

Establish premium depilatory creams as the clearly superior method of body grooming

Keep in line with Kiehl’s brand personality of apothecary, authentic, adventure, NYC

In-Store Strategy Launch: Prominent window display

Launch: Vintage in-store elements

Interactive, wall-mounted boxing simulation

Kiehl’s donates money to regional charities tied to score

All players get deluxe samples, top scores get gratis product

Launch: In-store activation

Sampling D

elu

xe

Satc

het

EMPHASIS: LAUNCH •  Set included with all in-store & digital purchases over €25 •  Incentivizes male interaction with in-store activation •  Target women heavily to gift to male non-customers

EMPHASIS: POST-LAUNCH •  Set distributed together with all male product purchases •  Also functions as an in-store patch test

Gra

tis

EXCLUSIVELY: PRE-LAUNCH •  Distribute to stores’ most VIP customers pre-launch •  Generate buzz amongst loyal brand advocates

Public Relations

Target men’s publications and bloggers with premium press kits

Capitalizes on proximity to the 2016 Olympic Games

Athletic Partnerships

Host press events in flagship stores with the boxing game, featuring national athletes supporting their charity of choice

Kiehl’s country websites

Homepage takeover with multiple slides

Kiehl’s country websites

Content-rich product pages w/ tips & videos

Kiehl’s country websites

Body Grooming mini-site

Featuring fun facts, ingredient info, how-to-use instructions, insider tips, testimonials, and rich video content.

Social Media

Objective: ignite a global conversation to remove the stigma behind body grooming

Social Media

YouTube web-series •  Featuring relatable, amateur athletes at their local gyms •  Short, funny anecdotes on waxing/shaving mishaps & product tips

Facebook image posts •  Highlight fun facts regarding male

grooming & the product line •  Strongly in line with the Kiehl’s brand

personality

Heavy sampling Online conversation

360° Launch