L'Oreal Men Expert University Brief

  • Lydia Hallam
This was a live brief set to create a new product range for L’Oreal Men Expert, aimed at millennial males. Working in a group of three, we had to disrupt males grooming habits by creating an innovating product.
My group and I created an intensifying moisturiser that gives coverage without demasculising the consumer. Inspiration for this was taken from a BB cream, however not marketed as a known beauty product to men, as this is what makes them not buy into the product. We decided to create this as after primary research we found that millennial males are wanting to see rapid results when using a product, and if they do not, they will not stay loyal to the brands.
As a group we created mood boards of photoshoot inspiration, this was to help us when shooting our campaign imagery.
Our first set of campaign imagery involved the theme secrecy, of our model hiding his face and his skin, not revealing himself or who he is. The next set of campaign images was the model exposing himself and his fresh skin, becoming confident after using the product.
The campaign images involve the tagline always ending with Reveal your ‘Lite’ which is what our product will help men do by becoming confident with their skin. However the beginning of the tagline changes depending on which set of campaign imagery is being advertised. The first set uses the phrase ‘shed the dark’ which is persuading the consumer to be open with their skin and to stop hiding. The next set is them ’shedding the dark’ and now having ‘unmistakable confidence’ after using the product.
These are the bottles I created using illustrator and photoshop. The bottle for our product involves a button which releases a certain amount of product, invented to educate males on how much product they actually need, rather than using too much product and then wasting it.
We named the product ‘Riser’ a modern and more masculine version of moisturiser, which is what we will promote our product as, rather than a BB cream.
Our group changed the brands name round to Men Expert by L’Oreal, as from research we found that when males first see the word L’Oreal they instantly think of the womens beauty brand, which immediately makes them lose interest.
The product also involves the ingredient Manolite, as L’Oreal uses high tech words on their products, when really it is only a simple ingredient, but by doing this, it gives the product a more premium feel.
For one of our routes to consumer techniques, we created a Riser:Social. This is Men Expert going to student pres and house parties of large males societies, such as football and rugby. Here the brand will offer a party package where we will offer a DJ, branded cups, decorations, and testers of Riser for them all to try, potentially gaining more interest of millennial males wanting to buy the products, as when they are with their friends and had a drink they tend to let their guards down.
From primary research we found that males use ASOS as their go to place to shop. As a group we decided to create a freebie which would be placed in ASOS delivery packaging for males to try.
We also mocked up campaign imagery as you would see it on billboards, social media and in mens magazines.