1. STRENGTH AND DIGNITY
LOREAL FOR MEN: PERFECT AGRESSION

2. THE MARKET
Man and women are different in many ways. And one of those is their attitude to beauty salons. Only 10% of MEN are willing to visit salons regularly and 15% more will visit them if WE create absolutely new salon environment.

3. WHAT A?
When women in general use full range of salon services, men would rather take just few of them (haircut, image-making etc.)
Cost of salons made exclusively for men tend to be too high due to low men`s interest in our services.

4. CAN WE??
Seems that men are not interested. Those who want to be Lorealled, already have chosen their way: either go to their wife's expert or to make-up themselves alone (in dark) at the bathroom.

5. A RIVAL (HE IS THE GUY)

6. PARADOX
According to the above, our main obstacle in the market is the men`s mentality. Our mission is to change it!

7. THE DECISION
Obviously, men will not change. So we are those who must change. We change before other companies will do that.
Absolutely new attitude.
Reorganization of stereotypes.
Going to salon will be cool!

8. WAKE UP THE INSTINCT
We must insure men that going to LOREAL MALE TIME salon (that`s the NAME) will make them more MALE then yesterday.
But in reality we will make them RELAXED and PEACEFUL! Cool, yeah?

9. THE ENVIRONMENT
When entering the salon, men will see:
Dark walls
Lots of mirrors
Posters with cars, hunting, space, industry, sport.
WE SAY: YOU CAN BE COOL TOO!

10. What we offer
In general, we don`t need to change the range of products L'Oreal is already good enough.
But we just bring it from another corner MORE FLAMES, MORE POWER (thats the slogan)
And in the same time men get their MASSAGE!

11. SWOT

12. ADVERTISING
We can boost a market from few sides: TV, magazines and outer advertising (billboards etc.)
Main slogans:
MORE FLAMES, MORE POWER
REAL MAN CREATED L`OREAL
DESIGN DETECTED!!! L`OREAL
Many other stuff Which will be ready to the next round of this competition///