2. BRIEF RECAP
01.BRIEFRECAP
OVERVIEW ABOUT BEAUTY AND
PERSONAL CARE MARKET
Beauty and Personal care in Vietnam
experienced healthy sales growth thanks to
higher living standards, gradual increase in
the average income as long as the
development of social networks. Value sales
of beauty and personal care are expected to
continue growing in the upcoming years.
CATEGORY
MALE GROOMING
BRAND
X-MEN
JTBD
Redefine “Real Men” image to be more relevant and powerful with
youngster. Building up details about Brand Imagery, Men of X-Men.
Building up the new Brand Positioning and Brand Key so that X-MEN
can expand and have room to win in many other male grooming
industries.
OBJECTIVES
● Connect brand with youngster to grow revenue
● Expand and have room to win in many other male grooming
industries.
3. THE BUILD UP OF “REAL MAN”
02.X-MENHISTORY
The TVCs built under the motif " The Hero Saves A Beauty"
After X-Men: Secret agent X, TVCs were born: X - Hitchhiking, X-Mission,
X-Rescue and Die Hard 5
=> In the early years, the image “Real Man” of X-Men was only heroic,
masculine, ..
Remaining heroic, but the true man has been deeply exploited
Gradually, “Real Man” in X-Men TVC has more attributes such as
perseverance.
The more independent and brave women are today, the more they
must persevere and conquer challenges.
Real Man has been added attributes suitable for the times, but
still maintains the heroic and masculine image.
5. MARKET OVERVIEW
MALE GROOMING CONSUMERS ARE GETTING MORE SOPHISTICATED
Vietnamese male grooming consumers are
getting more sophisticated.
Men are now paying increasing attention to their
appearances, which is reflected in the widened product
portfolio offered to men.
Men taking care of their body is no longer a
taboo.
Male grooming has changed the perception of men that
taking care of their body is “something about women’s
things”.
The higher their demands grow, the more male-specific
products are made to support the rising grooming habit
needs. Male-specific products are reported to replace unisex
products.
Market maturity slows the growth rate.
Male grooming started to see a slowdown in the growth rate
since the market became more mature. According to the
Passport Index 2018, sales in male grooming segment is
forecasted to be lower than the current year (2018).
03.MALEGROOMINGCATEGORYLANDSCAPE
6. MARKET OVERVIEW
HAIR CARE GROWS FAST, BUT SKIN CARE IS EXPECTED TO GROW FASTER IN MALE
GROOMING.
SHAVING
CARE
PERSONAL/
SKIN CARE
HAIR CARE
Blades and Razors
After Shave Lotion
Shaving Preparation
Deodorants
Toilet soap
Body Wash
Hand Wash
Face Wash
Hair Styling Gel
Hair Shampoo
Hair Conditional
Hair Oil
Haircare and personal/skincare are only recent
phenomenon in male grooming. Skincare is
expected to grow fastest in the upcoming years.
Male grooming has witnessed a shift in recent
years, from the basic needs of essentials products
to the specific needs of male products.
03.MALEGROOMINGCATEGORYLANDSCAPE
8. X-MEN has the strongest brand power in the market, driving mostly by difference and salience. In order to
further growth its brand power, X-MEN needs to accelerate its Meaningful, accounted for 34% Brand Power in
Male Grooming Market
Very strong
already
Low compared
to Different &
Meaningful
To accelerate Meaningful (while
sustain Salient), X-MEN needs to focus
on Functional Benefits & Confidence
attributes.
X-MEN NEED TO FURTHER BUILD MEANINGFUL TO GROW ITS BRAND POWER
04.BRANDSTRATEGY
9. X-MEN SHOULD DEFEND ITS “LONG LASTING SCENT” IMAGERY WHILE EXPAND ITS
DIFFERENTIATOR TO “PERSONALITY"
Right now, Xmen and Romano are sharing dominance in ”long lasting scent” imagery. This is the chance for
X-MEN to own this imagery by further building up the functional benefit of long lasting scent, which the brand
is not active yet.
As our new generation of consumers are caring more and more about emotional connection, X-MEN
should to focus on ”help me show my style and personality”.
04.BRANDSTRATEGY
10. CURRENT MAN IMAGE IS MOSTLY ON BUILDING MEN’S APPEARANCE
Real man image - the
one who takes risk and
saves girl.
Slogan “Đàn ông Đích
thực”
Bold man image - who
just be himself and live
their life with authentic
experience to the
fullest.
Slogan “Phái mạnh,
phải chất”
Successful man image
- who look gentle,
elegant and attractive
to the opposite site
Slogan “Hương thành
công chất đàn ông”
Sport man image -
who has both strength,
speed, endurance and
perform best on spot
Slogan “Đàn ông đỉnh
cao phong độ”.
Handsome man image -
who shows great look,
stands out in the public
that can create positive
impression on the
others.
Slogan “Đẹp trai phải
thế”
The slow down of the growth rate was the consequence of lacking a new definition of “the new
millennial real men”
1. For a decade, Romano still maintains their successful man image, which is not as appealing as it used to be in the past.
2. Clear man with its sport man image still reflects and perpetuate gender norms and ideals, and is expected to keep the
same in the upcoming years.
3. Yet to X-men, the image of a strong man has always been associated with “saving the beauty” or “saving the world any
more”, which makes the X-men strong man image irrelevant with current target customers.
04.BRANDSTRATEGY
11. a
THE SPORT MAN
Youthful and sporty
Active, healthy, modern
However, focus only in sport.
THE SUCCESSFUL MAN
Flashy and successful
Elegant, look romantic
Successful
However, look only and no action
THE HERO MAN
Masculine, powerful look.
Active.
However, Men of action but actions are
unreal.
AS CONSUMERS ARE MORE SOPHISTICATED, X-MEN NEEDS TO MAKE A SHIFT TAP IN MEN’S
PERSONALITY, RATHER THAN JUST IN MEN’S SUPERFICIAL LOOK. (ONLY NIVEA IS ON THIS TERRITORY
MEN LOOK MASCULINE MEN LIVE MASCULINE
THE STRIVING MAN
Modern
Bright and
entrepreneurial
However, unclear
masculinity & a bit
unisex
X-MEN NEEDS TO BUILD
”THE NEW REAL MAN”
IMAGE WITH
PERSONALITY, NOT LOOK.
04.BRANDSTRATEGY
13. Millennial Man
Demographic
18 - 29 Y.O
Nation wide
Middle income or higher
Characteristics
Responsibility
Progressive
Goal-oriented
Confident
Lifestyle
Take care of his appearance.
Savvy Internet users.
More progressive than last
generations.
Aspire to find new ways to
show he’s a man.
TARGET AUDIENCE
05.CONSUMERUNDERSTANDING
14. THE CURRENT IMAGE OF THE BRAND
IS PREVENTING THE BRAND
FROM BECOMING MORE MEANINGFUL,
AS IT’S GETTING IRRELEVANT TO
MILLENNIAL MEN.
Born in the digital
age, Millenial Men
have more
exposure to info
than just Hollywood
action figure.
X-MEN is using the
hero image which
is unreal and
irrelevant.
Millennial Men are
much more
educated, making
them progressive
Saving women
and showing off
his look are not
progressive.
Millennial Men are
more loyal to brands
with emotional
connections
Right now
X-Men is not
edgy and lack of
emotions.
05.CONSUMERUNDERSTANDING
15. UNIVERSALLY, “A REAL MAN” IS SIMPLY WHAT
DIFFERENTIATES “A MAN” AND “A BOY”
BUT AMONG ALL DIFFERENCES, THE FACTOR THAT IS MOST ASPIRATIONAL AND LONG-LASTINGLY MAKES
MAN “A REAL MAN” IS
THAT HE KEEPS HIS WORDS AND PROMISES
…has a dream and sets goals
…takes responsibility for his actions
…wants to please one WOMAN
…gentlemen like qualities
…expresses his true feelings and shows his emotions
…can recognize a woman’s worth
…sticks to his word
MEN
…can’t see past tomorrow
…makes excuses for his actions.
…wants a hundred GIRLS to please him.
…are not yet gentlemen
…hides his feelings and tries to be “tough”
…might not appreciate women
...breaks promises
BOY
SO, WHAT'S THE NEW “REAL MAN"?
05.CONSUMERUNDERSTANDING
16. THE INSIGHT
Social norm has stereotyped that man
must achieve wealth, status, heroism or
attraction.
But those are not what defines me as a
“real” man. What makes me proud as a
man is simply to fulfill my words and
promises, to myself and to others.
CATEGORY TRUTH
Male grooming products standardized
the unreal stereotype of men.
PRODUCT TRUTH
X-men has its heritage on making man
feel masculine when using make
grooming products.
PRODUCT TRUTH
Men use male grooming products after
a long day of working since it’s their
time to clean up and relax
17. New REAL MAN
MAN OF HIS WORDS
I’m young, average looking, but I’m authentic.
I’m no hero - I don’t save any girl, but I try my
best to fulfill my commitments to my career,
my family and my friends.
I care about my look, but my look does not
make me confident, my actions do.
Whenever I give out a word, I to deliver on it, no
matter how hard it is.
And that’s what makes me a real man.
04.THENEW“REALMAN"
Current REAL MAN
HERO MAN - MAN OF ACTIONS
I’m young, handsome, muscular.
I’m Hero-save-beauty motif man.
I need to show off my heroism and my
Hollywood-style actions.
I dress nice and I care about what other
people look at me.
I’m in the spotlight.
18. 05.NEWPOSITIONG
Confident
Pride
WITH THE NEW DEFINITION OF “REAL MAN”, X-MEN NEEDS TO ELEVATE ITS
PROPOSITION FROM “BOOST CONFIDENCE FOR MAN” TO “BE PROUD AS A MAN”
All male grooming products want to boost man’s
confidence because:
● Men needs to get girls, winning the mating game.
● Men needs to look glamorous and flashy to show
their status.
● Men needs confidence to explore life and face
potential failures
Man will use male grooming product BEFORE these
challenges.
X-MEN’s ideology is that men are already “real men” if
they can fulfill their commitments and keep their
words everyday.
Men should be proud after a long day of delivering on
their words.
X-MEN will be there for men to recharge their energy
and treat their body with pride.
19. a a
MASCULINE UNISEX
ON MEN’S
LOOK
a
ON MEN’S
PERSONALITY
NEW BRAND POSITION
TO
Millennial Man, 18-29,
caring about how
others perceive both
his appearance and
personality.
X-MEN IS
Male grooming
products with
masculine scent
THAT
Awakes men’s pride
in keeping words to
themselves and
others.
BECAUSE
X Men commits to provide
masculine-scent products for
men to treat their body with
pride after long-day activities.
05.NEWPOSITIONG
20. 6. VALUE, BELIEFS & PERSONALITY
Determination without hesitation
Commitment
Aspiration
Authentic: Nature of men, no stereotype
20
5. BENEFITS
Functional: Male grooming product
with masculine scents to take care of
my face and body.
Emotional: I feel proud as a man after
fulfilling my commitments and keeping
my words to others.
8. DISCRIMINATOR
Breakthrough men’s grooming
category that always impose
stereotyped to men
4. INSIGHT
Social norm has stereotyped that man
needs to achieve wealth, status, heroism or
attraction. But those are not what defines
me as a “real” man. What makes me proud
as a man is simply to fulfill my words and
promises, to myself and to others.
3. TARGET
Millennial man (18-29yrs)
Nationwide, mass
Looking for new things that can define
themself as a “real man”.
2. COMPETITIVE ENVIRONMENT
A mass market male grooming (Nivea,
Romano, Clear men …) as well as
medium price brand for men
1. ROOT STRENGTHS
Essential grooming products for men
Masculine scent and look
7. REASONS TO BELIEVE
Long established brand
Well-know by masculine scents product
X-Men is the leading brand of Male
Grooming Category
9. ESSENCE
Awake real men’s
pride in keeping
their words.
21. 06.BRANDEXTENSION
X-Men is now providing high quality products in
perfume, hair care, body wash, deodorants and
hair styling.
All products are focusing on the basis function
(anti-druff shampoo, deep clean shower gel, cool
boost deodorants, deep clean cleansing foam,
strong holding hair gel).
CURRENT SITUATION
Products of X-Men
The need of men in the appearance is increasing
requiring X-Men to pay attention to other needs
22. Acne, excess oiliness & rough skin are top 03 skin condition
problems of Vietnamese in general and youth in particular
Top 03 TOM acne treatment brand with most Vietnamese
is Acnes, Nivea and Biore (all for women)
A CLOSER LOOK AT SKIN MEDICATION MARKET IN VIETNAM AND
THE OPPORTUNITIES FOR X-MEN
The maturity of male consumers in grooming market leads to the higher expectation of better
appearances and requires more than just basic-functional products.
06.BRANDEXTENSION
23. Vietnamese youth concerns about UV ray, and often prevent themselves on it. Man in general accounts for
64.4% overall.
Age from 15-19 are the biggest group starting using UV protection with 35.1%, following by starting at age
20-24 with 24.7% and age 25-29 with 14.0%.
But there is no sunblock products specified for men yet.
A CLOSER LOOK AT SKIN MEDICATION MARKET IN VIETNAM AND
THE OPPORTUNITIES FOR X-MEN
06.BRANDEXTENSION
24. X-MEN NEW PRODUCT LINE:
SKIN TREATMENT FOR A REAL MEN
X-MEN ANTI-ACNE CLEANSING FOAM.
- Keeping the base of X-men detox cleansing foam
with charcoal extract to detox your skin from dust,
sebum, sweat...the main reason creating acne.
- Adding tea tree extract with many healing benefits
as a treatment for men skin.
- Specific for the dryness and rough skin surface of
most men
X-MEN SUNBLOCK MIST FOR MEN.
- Liquid sunblock with thin and lightweight
application for the most natural look
- Convenient spray packaging for men to bring
everywhere
- Water-resistant for high-intensity activities
outdoor of Vietnamese men
- Higher SPF for Vietnamese climate
ASSOCIATE WITH BRAND ESSENCE
Skin treatment to help men releasing from
outlook concerns and focus on
delivering his words.
06.BRANDEXTENSION
X-MEN Brand Essence
Awake real men’s pride in
keeping their words.
