Online Marketing Mix
The United Kingdom is improving their grooming and appearance through the use of cosmetics. Apart from products that will enhance their beards and improve their hairstyle, men are now interested in fragrance skin and body care products. Due to the increasing market value for men’s products, cosmetic companies are improving their marketing strategies to attract more men into their brands. L’Oreal Paris is one of the companies that is using various marketing strategies to influence young men to purchase and use their products. According to the company’s website, L’Oreal focuses on product and place for its marketing mix and customer and concept for its content marketing. The company hopes to have the largest market share through its products.
Men Wearing Makeup in the UK
The male skin care market is a fast-growing market in the United Kingdom’s cosmetics industry. The market value for men’s grooming products is 100 million British pounds. According to research conducted by Sabanoglu (2019), men’s skincare products are mostly used by young men aged between 16 to 30. Men prefer to wear makeups due to bad skin, contoured cheeks, and to most of them as a source of identity. Cosmetic products are not only used by gay men but also to males that need to feel confident and proud of their skin. The male cosmetic market is, however, challenged by the stigma that men are wearing makeups face. L’Oreal cosmetic company in Paris needs to convince the customers that their products are best in the market (Wolfson, 2019). The company male makeup market segment is the men interested in cosmetic products. This includes young men in high schools and colleges.
L’Oreal Marketing Mix
Marketing Mix
- Product
L’Oreal marketing strategy involves an extensive portfolio of male brands. The company should focus on developing products with customer preferences and needs. L’Oreal Paris male products include lipstick, cleanser, foundation, concealer, hair colour, hair care, toners, blush for blush, conditioners and hair sprays (Bhasin, 2019). The company makes sure that these product details are available through their websites and digital marketing platforms. The products created should be tested according to international standards and available in every size and different range of prices.
- Place
L’Oreal makes its products available to all its customers in the UK through the vast distribution networks. These networks should be open to the company’s website so that prospective consumers can get information on the place they can access the products (Srivastava, 2012). The company should ensure that each of their products is available to the customers through department stores, retail outlets pharmacies, salons and brand boutiques, cosmetic stores and through e-commerce websites. In Paris, L’Oreal should train hairdressers who use its products in male customers.
Content Marketing
- Customer
L’Oreal Company should ensure that their objective is to educate the male consumers about their products, services and ideas to convince Paris young males to make a buying decision (Akbar, 2016). The company should create contents of marketing that will encourage the consumers to overlook the stigma of males who wear makeups. The company should design customer personas that will guide it to create products that coincide with their type, tone, style and need.
- Concept
L’Oreal Company should consider the content of their marketing plan as the souls of their success in male markets. The message should focus on compelling the young males to use the makeups. The concept should be unique and practical to business and real life. The theme that will be used by L’Oreal should convince the prospects to try their products because they will provide them with some value (Srivastava, 2012). The company should use the right medium for promotion to make sure it addresses the male customers’ needs and preferences.
References
Akbar, T. (2016). 7 C’s of Content Marketing: The Vital Elements of Epic Strategy. Business To Community. Retrieved 25 March 2020, from https://www.business2community.com/content-marketing/7-cs-content-marketing-vital- elements-epic-strategy-01482905.
Bhasin, H. (2019). Marketing91, Marketing mix of L’oreal – L’oreal marketing mix. Retrieved 25 March 2020, from https://www.marketing91.com/marketing-mix-loreal/.
Cosmetics, Makeup & Beauty Products – L’Oréal Paris. Lorealparisusa.com. (2020). Retrieved 25 March 2020, from https://www.lorealparisusa.com/products/makeup.aspx.
Sabanoglu, T. (2019). Men’s grooming and cosmetics market in the UK – Statistics & Facts. Statista. Retrieved 25 March 2020, from https://www.statista.com/topics/3995/men-s-grooming-and-cosmetics-market-in-europe/.
Srivastava, R. (2012). The shift of Marketing Mix to E-Marketing Mix: The Birth to New Era. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1992936
Wolfson, S. (2019). The Guardian. Face Time: Is Makeup For Men The Next Big Beauty Trend?. Retrieved 25 March 2020, from https://www.theguardian.com/fashion/2018/oct/13/makeup-for-men-beauty-trend.