1. The Next Big Thing |
MICANVAS ‘13 | Garnier for Men
Rohit Rohan | Unmesh Lamture | Chirag Mediratta
MICA
2. What are the trends? So. who are
we talking to?
• Working males
– professionals and students
• Married and single men
• 22 - 35 years of age
• SEC A and B+ consumers
Spend on grooming
Are
style
conscious
Innovators,
Early adopters
Men’s
deodorants
was the fastest
emerging
category in
men’s
grooming in
2012, with
growth of 33% in
current value terms
Companies
promoted their
men’s deodorants
products
by highlighting
freshness of their
brands and more
variants for men
compared to women
According to trade interviews, the male population
aged between 18 and 28 accounts for almost 60% of
sales of men’s grooming products
Skin care and hair care products are the main
products used by the male population aged
between 19 and 32
“Less is more” and “SPF” will be
the core marketing and
promotional taglines for the
majority of men’s grooming
manufacturers in India. The majority of
manufacturers will offer consumers’ unique value
propositions based on “Less is more”
Source | Euromonitor
3. What do they need?
Guys love the feeling you get
when you wash off all the dust
and oil post face or body wash
Using face-wipes on the
go is seen as “not-manly”
Think of those pink Kara packs of
wipes
If a guy in Andheri has to dash off to
Colaba for a meeting in the late
afternoon, he doesn’t have time to
stop for a bath.
Guys on the
go don’t have
the time to
stop for a
quick wash
He needs something quick
and convenient he can use to
at least wash his face of the
pollution and sweat he’ll
encounter along the way
Most
importantly,
guys feel
fresh after a
wash
“It’s like a wake
up call”
Men don’t want strong
smelling washes, but that
the scent gives a feeling
of being clean
4. Hygiene
Ease
Feel-good experience
Scent
Fairness
Refreshing feeling
Expression of taste
Feeling of cleanliness
Quality of product
Multi-utility
Brand-value
What are we selling?
What do men seek
from their products?
Garnier
Current
product-line
Oil Clear
PowerLight
IntenseFresh
AcnoFight
BRUNE|
OUR
PRODUCT
Garnier
Our product is trying to
blend the need of
hygiene, want of
freshness and the desire
for class
and borrow from the
offerings of the
like
and
Re.
Fresh
5. And
all
on
the
move!
What are we saying?
An
innovative,
classy facial
sanitizer for
men
that
provides
them with
the option
of hygiene
and
freshness
Does not
need water
Portable |
for the
pockets Spray
and rub
or just
spray and
enjoy!
Keeps
the
skin
sanitised
Mild,
masculine
flavour of
fragrance
The burst
of mist
refreshes
you
Gives you a
smooth
conditioned
scent
Sleek
Stylish
Classy
John Abraham
remains the brand
ambassador
6. Where do we sell?
• Tier I cities +
Selected tier II cities
• Only urban markets
• Chemists/Pharmacies
• Beauty specialist retailers
• Hypermarkets
• Salons
Where
do they
see us?
• Magazines
• Newspapers
• Television
• OOH
• e-Retail channels
Also,
on-
line!
Online campaign
• Viral video on
YouTube
• Funny, quirky yet
informative video
• Talks about the
facial and skin-
care history +
evolution
• Brand is seen
as a trustable
source
• Entertainment
content of video
makes it viral
On-ground campaign
• Equipment attached
inside lifts
• Sprays fresh mist every
time the door reaches
ground floor
• Creative inside the lift
talks about the
product
7. How much do you pay?
Outer body
Spray end
Alcohol based
solution
Spray mechanism
Outer packaging
9.5cms
5.5 cms
Weight | (approx.) 95gms
Aluminum, coke-can
material
For controlled
misty spray
More durable than
water-based
As used in
perfume
bottles
Accounted
for in
the price*
500+
300
200
150
0
100Kara tissues
Our product
Toners
Perfumes
Facewash
Rupees
169|-
