The relaunch of serie expert: a L'Oreal professionnel's portfolio brand

• Autor(a) principal: Costa, Isabel Taveira de Aroso Martins da
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18655
• topic: Hair care; Relaunch; Personalisation; Marketing; Communication; Estratégias de marketing; Marketing de produtos; Indústria cosmética; Inovação; Estratégias de comunicação; Identidade de marca; Trabalho de projeto

This master's thesis consists of an in-company project developed in cooperation with L'Oréal, a leading company in the cosmetics market, and it is focused on the brand where the author completed a twelve-month internship, L'Oréal Professionnel. In 2017, L'Oréal Professionnel decided to relaunch the oldest hair care brand in its portfolio, named Serie Expert. Considering the constraints faced by the brand, namely stagnant sales, lack of incentives for hair salons to push the products and lack of awareness by end-consumers, L'Oréal decided to rethink its marketing strategy. To build a theoretical framework, extensive research on key concepts such as Brand Awareness, Brand Loyalty, Consumer Behaviour, Product Life Cycle, and Personalisation was conducted, and supported by scientific research. To sustain the project outlined, it was necessary to gather sufficient knowledge and information about the cosmetic industry, especially regarding the professional hair care market - its customers, products, and competition - to identify possible opportunities and threats. An internal analysis was also carried out, which allowed for a better understanding of the company and the brand, specifically its current positioning, distribution, and portfolio as well as potential strengths and weaknesses. Globally, the brand updated more than one hundred products, designed a more innovative and attractive packaging and increased their package capacity. Locally, several strategies were implemented to promote L'Oréal Professionnel’s products in hair salons and to increase end-user engagement. The focus of this thesis is to detail the development and execution of these marketing strategies.