LOreal EverLiss

Launching Plan

PART
ONE
SITUATION ANALYSIS

THE RANGE
EverLiss is a range of LOreal Paris hair care that had launched globally. The highlighted
benefit of the range is that EverLiss provides solutions for over-treated hair. It creates a care
system for frizz, stressed and over-smoothed hair. Formulas generated inside EverLiss
maintain the fiber and provide an anti-frizz without weighing it down at once.
After all, EverLiss is made to fight against frizz, assaulted, damaged or dry hair. It also has
smoothing effect, and on top of all; sulfate-free and silicone-free.

Shampoo Category
High Expertise EverLiss Shampoo Smooth &
Hydrate System Care Anti-Frizz Without Sulfates
Specially designed for thin and damaged assaulted curly hair.
Provide System Care Anti-Frizz without sulfates, and
preserves the integrity of the fiber. The formula does not
increase the fiber.
Indicative price: 7.9
Capacity: 250 ml
Price per kg / liter: 31.60 / l

Hair Care Category

High Expertise EverLiss Care Smoothing Conditioner &
Repair System Care Anti-Frizz Without Sulfates
Fortifying hair care cream that is enriched with sunflower and
argan botanical oils. It is applied to hair after shampoo, by
spreading it on wet hair on the lengths and ends to repair and
relax the fiber and to eliminate the appearance of frizz.
Rinse-off: Yes
Indicative price: 6.86
Capacity: 250 ml
Price per kg / liter: 27.44 / l

Expertise High Protection Straightening Mist EverLiss

-230 C System Care Anti-Frizz Without Sulfates
Sprayed on the whole hair before the use of heating tools,
the product can maintain curly hair that can possibly dry and
damage. The Mist Smoothing EverLiss diffuse heat shield
assets to protect the fiber heating appliances up to 230 C
and facilitate smoothing.
Indicative price: 9.9
Capacity: 200 ml
Price per kg / liter: 49.50 / l

High Expertise EverLiss Serum Anti-Frizz Smoothing System

Ultimate Care Anti-Frizz Without Sulfates
To avoid damaged ends, the serum with its uniqueness of
experience without sulfates and botanical oils allows absolute
integrity of the fiber. This is used after shampooing.
Indicative price: 13
Capacity: 50 ml
Price per kg / liter: 260 / l

High Expertise Deep Smoothing Masque EverLiss

Absolute System Care Anti-Frizz Without Sulfates
With the same benefits of sulfates-free and botanical oils,
applying a small amount of the masque to the wet hair allows
absolute integrity of the fiber thats concentrated on ends.
Rinse-off: Yes
Mask: Yes
Indicative price: 10.65
Capacity: 200 ml
Price per kg / liter: 53.25 / l

TARGET MARKET
Geographic
Southeast Asian countries

Demographic

Female, 25-40 years old

Highbrow with A/B SES (middle to high income)
Either professionals or housewives

Psychographic

Active lifestyle (socially and media-wise)

Love to socialize and meet people
Trend followers for fashion and beauty
Gain information from mouth to mouth

Behavioral

Over-treated hairstyle
Appearance oriented
Spend much time on hairdo either at home or salon
Use the hairstyling tools daily, even sometimes more than once a day (due to the
extreme weather and pollution on big cities theyre living at)
Usually use certain kinds of hair care (not only shampoo, but conditioner, serum and
such stuff as well), as well as products with added benefits (such as 2-in-1 products)

Target Insights

Hair is the most important part. It should be long, smooth, soft, weighty, full volume,
easy to set up, shiny, black, straight (mostly, but can be curly as well), healthy for
both hair and scalp.
Nowadays, they are willing to spend more on high quality hair care products, as long
as they find the needs of their hair
They usually go to salon to do their hair, get it styled by the professional of the salon.
Once they get home, when they try to recreate the style, they cant seem to do the
exact same. Thats the time they use the hair tools, which sooner or later may
destroy their hair.
Mistakes they usually do, is that they tend to thin out the hair too much (with
razors), make it loose the shape of the haircut, taking all volume out and the ends
becoming too light and wispy (volume-less).
Due to the issue of global nature concerns, they tend to prefer products with natural
ingredients with less chemical usage and harmful effects.

COMPETITOR ANALYSIS
Based on the target and their hair condition, we explored two main shampoos of the region
that are on top of mind when it comes to repair damaged hair. They are Pantene, and Dove.
These two competitors even have more than one collection that can possibly be EverLiss
main obstacles.

REPAIR & PROTECT COLLECTION

One of the toughest competitor for the whole range of LOREAL EverLiss
The PLUS:
Capable to repair hair damage
Restore the smoothness into hair
Make hair more shiny with its healthy
color
Make hair more manageable
This PANTENE COLLECTION formed to three kinds: Pantene Pro-V Shampoo, PANTENE PROV CONDITIONER, and 2in1 Shampoo+Conditioner. Its designed for healthier hair , repairing
the damage and protecting from future damage.
And also, this PANTENE collection have a simple and elegant packaging. Still, the differences
between shampoo packaging and 2in1 shampoo+conditioner packaging are hard to be
noticed. The price is reachable and it comes in different kind of sizes that you want. For size
90mL 350mL, starts from Rp 8000,00 until Rp 30.000,00.

TREATMENT COLLECTION
One of the strongest rival for LOREAL EVER LISS SERUM & MASK
Overnight Miracle Repair Serum
This PANTENE SERUM is a non-sticky formula and a weightless product. This
formula helps to give hair vitamin, restore hair while sleeping in the night.
Only with one or two hold to hair, so this is easy. From the packaging,
Overnight Miracle Repair Serum is quite simple and easy to carry, because
this serum is a spray. But, the price is quiet expensive, around Rp 23.000,00
for 90 mL.

Ultra-Light Moisturizing Treatment

This treatment is for protecting hair from daily stress like combing, brushing
and also styling. This treatment is like a masque. So, it is easy to use, and
easy to carry. This hair treatment leaves dry stands shiny, conditioned and
strong against future damage. The price is around Rp 45.000,00 Rp
60.000,00.
Strengthening Therapy Masque
This masque is deeply hydrates hair and helps seal damaged cuticles,
resulting in silky, shiny hair. The rich formula helps prevent damage that
leads to breakage, so the hair can grow longer. The price is pretty expensive
same as ultra-light moisturizing treatment around Rp 45.000,00 until Rp
50.000,00

DOVE TREATMENT
Color Care
This treatment is for colored hair. Keep hair smooth, touchable, soft, and
protected from dullness and damage. From the packaging, can be seen a
feminism side with the pinky area, and elegant shape.
The price is quite cheap starts from Rp 30.000,00 each. But, for a pack of 6
items, cheaper price from Rp 180.000,00 can be found.
Intensive Repair
This treatment is for damaged hair. The shampoo and conditioner of
Intensive Repair will repair and restore hair for a healthier one. Also
prevents from breakage. The price is cheap, around Rp 14.000,00 for 375
mL.
Style + Care Nourishing Dry Ends Serum
This Style Care nourishes hair and makes it smoother than before. Also
rough, dry ends and restore softness for hair. The packaging is excellent.
The pink color makes it noticeable to the target, and makes it looks cute.
For the price is quite cheap. Only around Rp 35.000,00.

Nourishing Oil Care Anti-Frizz Serum

This serum unruly hair down for instantly smooth and also get a hair that
looks shiny. This serum contains some weightless Nutri-Oils that nourish
hair too. The packaging looks classy and royal. The gold color makes this
serum looks expensive. But, the price is actually cheap enough. It is also
around Rp 35.000,00!
Refresh + Care Invigorating Dry Shampoo
Dry Shampoo makes hair easily absorbs oil. This oil can make more volume
to hair and make it fresher than before. The packaging is very simple! The
price is only around Rp 35.000,00 until Rp 40.000,00.
Intensive Repair Deep Repairing Mask
This masque is a vitamin for damaged hair. Also makes your hair shinier
and leaves hair stronger. This REPAIRING MASQUE will resilient against the
damage in your hair too. The price is quite expensive, around Rp 50.000
Rp 60.000,00.

OBJECTIVES & POSITIONING

Marketing Objectives
Penetrate the market with the new range of hair care
Raise trial of the product range to ignite purchase

Communication Objectives
Introduce the brand new range of hair care for over-treated hair
Increase and maintain EverLiss awareness

Positioning Statement
LOreal EverLiss is a product range for over-treated hair, which is not only rationally
powerful for dealing with stressed hair, but also emotionally trusted to encourage Asian
women not to be scared of exploring the hair creation.

PART TWO
THE CAMPAIGN

THE BIG IDEA

Every woman meets choices. Some need consideration before choosing, some just take
things for granted. Some others are too afraid to choose. These women are too afraid of the
risk of choosing.
Hairstyle is one among those choices theyll face. Once, they want to look different with
certain hairdo. But on the other hand, theyre scared it may be damaged.
This is why were here. LOreal EverLiss came to convince women that they can choose
anything, any kinds of hairstyle theyve been expecting in their whole life. And they dont
have to worry about that.

CAMPAIGN NAME
Choice of My Life

CAMPAIGN TAGLINE
Whatever It Is, Youre Worth It

APPROACH & TONE

Emotional with the tone of encouraging and free-spirited

BASIC STRATEGY
Insight proves that hair is the main important thing for women. Once its damaged, they
wont mess it up even more by picking the wrong hair care products. This, makes LOreal
EverLiss as a high involvement product.
So the simplest way to start the strategies of the campaign is by using the AFFECTIVE tools,
which are: Feel Learn Do.

DETAILED STRATEGIES & EXECUTIONS

CREATING AWARENESS
Since EverLiss is a brand new range to the region, LOreal needs to create a strong
awareness to the target about the new product so once its launched, target knows already
already even a little about EverLiss.
o Brand Ambassador and Social Media Coverage
Before the product ranges regionally launched, each country should already choose
their brand ambassador for EverLiss. One main requirement to be considered in
choosing the ambassador is their influence level, especially in social media (Twitter
with thousands of followers).
Each of the ambassadors should make a scene online, act like theyre currently
involved in many dilemmatic problems and they have to choose one out of many
options. One of the scenarios, of course, is consideration of choosing the best hairstyle
for themselves. At the end of their dilemmatic era, theyll reveal EverLiss online to
their followers.
o Regular Promotions
Well conduct regular tools to introduce EverLiss to the target, by placing ads on
billboard, producing a short TVC, publishing printed ads, putting POS, setting
ambiences, and going online.

IGNITING TRIALS
As the basic strategy said, the first step to do is to make sure that the targets feel the
product first to give them the information and benefits of EverLiss. Because if they dont
dont know how EverLiss works and how powerful the impacts to their hair are, they wont
wont even bother to think about buying the products.
o Sample Distributions to Salons
LOreal is known for its usage at high-end salons. Besides, our targets always go to
such places. So by offering free samples to the salon daily customers, targets will be
interested to try washing their hair with EverLiss. Moreover, its free. No women can
resist the power of free goods.
o Office Cream Bath Event
Some of our targets are professionals. They barely have time to go to salon and do
their hair. So why dont we bring the salon to their offices? This way will show to the
target that harsh, long and tiring day cant even make their hair ruined because
EverLiss has backed them up.

LAUNCHING
The grand launching will be held in one day, all day long because there will be two series of
the event. The place we pick is Indonesia, seeing the significant economy growth of the
country, also the consumptive lifestyle and high expense of people in our target.
o Talk Shows
Earlier on the D-day, there will be two interesting talk shows related to EverLiss and its
campaign. Everybody can come, everybody can join the talk show and obtain much
information about EverLiss that we need to share.
-

Rational Talk Show

The talk show will talk about hair and its limitation of being done. Some experts
will be invited to share information about hair; healthy hair, how to manage hair,
how to use hair related tools wisely and how to solve hair that starts to show some
indications of being damaged.

Emotional Talk Show

To reinforce the values highlighted by the campaign, the next session of the talk
show will be about woman and choices. Some public speakers or women
motivators will present their ideas about womens power and how to manage that
while making decisions. This will also be the place where LOreal encourages their
target to be stronger individuals.
- Goodie Bag Giveaways
Another free stuff for targets! Well always make sure that they can fully explore
all the benefits of EverLiss so they wont hesitate to be our loyal user.

o The Main Events

Then later on the same day, the glamorous day everybodys been waiting for will be
held. Invitations are spread only to hair experts, celebrities, press and media, as well as
some randomly selected targets.
- Soft Launching & Gala Dinner
A dinner full of high influenced people will be held as EverLiss be launched to the
market of South East Asia.
- HairDare Party
By the end of the event, there will be a glamorous party. Its not a common party,
its a party with style. Everybody who wants to join the fun, especially women,
should come with unique hairstyles to pass the bouncer. The more uncommon
their hair is, the easier theyll get in.
This is a unique way to encourage target to choose whatever they wish for their
hair, and they dont even have to worry because there will be more goodie bags
for them to bring home, and to protect their hair from damaging risks.

MAINTAINING
Now that everybody knows EverLiss pretty well, its time to maintain their awareness and
values grown inside their minds. We pick the regular promotional methods such as TVC,
print ads, billboards, advertorials, social media, website, and all the stuff we used back on
the awareness phase.
But then again, we also come up with the way of becoming the sponsor of one of Asias
biggest talent show to boost more awareness and trials. One of our selections is the
currently-adored Asias Next Top Model in this case, cycle 2 or more.
Since most of the contestants come from our target region, being the main sponsor of the
show will help us achieve our goals. Besides, the show is only aired on cable TV so we dont
have to bother picking which TV station to get partnered with. Nature will make EverLiss be
automatically exposed to our target straight away.