L'Oréal’s marketing competition for Kiehl’s hones in on male consumers

By Lucy Whitehouse

- Last updated on GMT

L'Oréal’s marketing competition for Kiehl’s hones in on male consumers
A team of three students were recently announced as the winners of the Singaporean national heat of L'Oréal's global ‘Brandstorm’ competition, whose focus on male grooming confirms the ongoing rise of men in the beauty scene.

‘Team X’, consisting of Lee Wei Ren, Krystal Ng and Elyena Lee from the National University of Singapore was announced the country’s winning group; they will go on to face the other national champions from across the world in June, at the competition's final in Paris.

Their pitch was selected as the winner of the 88 student teams that entered, whose task consisted of creating multi-channel strategies to promote a product of the teams’ own devising for the premium US beauty brand Kiehl’s.

What’s to gain?

L'Oréal states the purpose of the marketing competition is largely educational, and is looking to foster prospective talent for the brand.

The aim of the Game is to offer the students a pedagogical and professional experience and the opportunity to take the role of an International Marketing Hub Director within the beauty products industr​y,” the company states.

This project is a part of our International Human Resources Communication strategy and aims to enhance students' creativity and perception of the L'Oréal business​.”

The competition’s focus on cross platform marketing suggests L'Oréal is keen to develop further its digital branding, for which several of its brands have already earned ‘genius’ status in some regions.

The contest also explicitly directs its focus onto another key rising focus for the industry in Asia: male grooming.

Asian male grooming segment on the rise

While still a small segment in the whole beauty picture, good media coverage, wider adoption of male-specific products, and greater availability has kept the category in the spotlight, and in China, and Asia, there is potential for a further boost, according to a recent report by market researchers Kline.

The report picket out Chinese, Japanese and Korean males as the most active consumers of grooming products, and preferences have long grown from just aftershave and shaving foam staples.

Eight out of 10 men interviewed revealed they were conscious about their appearance, and 31% of men were found to use cleansers specially designed for them, while 24% men are using male shampoo and deodorant.

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