Serie Nature

L’Oreal’s first ever eco sensitive hair

care products
 Explore the joys of Nature…with L’Oreal Professionnel
~Introduces Serie Nature, a hair care range with natural origin
ingredients~
• L’Oreal Professionnel, a leading name in the world of hair care products
and services announced the launch of its eco-sensitive brand Serie Nature,
bringing the goodness of Nature and science in its first ever ‘Professionnel’
hair care range with natural origin ingredients.
• Série Nature, backed by L’Oreal advanced research, selects natural origin
ingredients like Avocado, fig, tomato lycopene in its formulas. Endowed
with a real benefit for the hair, these original and sensorial formulas
embellish and protect the hair, while respecting the hair fiber.
• it offers an array of natural products that deals with varied needs of
different hair types without compromising on efficiency and performance
• It is a range in line with the trend for sustainable development. To this end,
the packaging (PP, PET, PEHD) are recyclable, reflecting the brand’s
sincerity and its desire to fall within a more eco-responsible approach.
 The commitment of Série Nature:

• Replacing, step by step,

whenever possible, chemical
components by
• natural origin ingredients
• Without compromising on
efficiency and cosmetic
performance
• Marrying nature and science,
this range offers six different
categories of products
introducing for the very first
time a special shampoo for
kids.
 Serie Nature’s Product range:
• Oiliss: Enriched with Avocado and Grape
seed this range its best suited for Dry,
unmanageable hair
• Re-Naitre: Enriched with Rice proteins, it
helps to repair very sensitized hair
• Richesse: Enriched with Tomato Iycopene,
it helps to cleanse and nourish the hair
• Terre D’Argile: For oil or combination
scalps, dandruff prone scalps
• Tendresse: Enriched with White peach
especially for kids
• Cataplasme: In Salon service for sensitive
and colored hair
• Serie Nature range is available at select
L’Oreal Professionnel salons.
• Available in recyclable bottles to respect
the environment, the range is priced at Rs
525 onwards
 About L’Oreal Professionnel

• needs of the Indian consumer.  L’Oreal Professionnel is the partner brand of

the world's leading hairdressers, providing new business and creative
development opportunities through cutting edge products, advanced education
and access to a world-wide network of the greatest hairdressers. 
•  With products & services that combine L’Oreal Laboratories' expertise and
safety, with an in-depth understanding of hairdressing techniques and fashion
trends, the brand provides inspiration to hairdressers across the world to
create international hair fashion trends, in keeping with its motto "Dream.
Excel. Succeed… Together".
•  In India since 1997, L'Oréal Professionnel has been partnering the Indian
hairstylists' fraternity, to pioneer the development of the hairdressing
industry, as a whole. Available in the salons of the world's greatest hairstylists,
L'Oréal Professional's comprehensive international range created exclusively
for in-salon usage and retail via salons - across Color, Texture, Care and
Styling products – includes specific references that have been tailor-made to
meet the ever-evolving
 Target Audience

• Women in the age group of 21-50 belonging to SEC A, who are

very conscious about beauty and grooming. They use a variety of
high end cosmetic and toiletry products and are well aware of the
various options available. They belong to the strata who have
experimented with various chemical cosmetics and are more
inclined towards natural products as a more effective option. They
may also have a environment friendly bent of mind.
• Mothers of children between 6 and 14. Mothers who do not want
their kids to be exposed to chemicals based shampoos at an early
stage and who share the characteristics of the women described
above.
• Women who run high end beauty salons which provide beauty
services and also promote and sell specific brands and poducts.
L’OREAL’S SERIE NATURE IMC PLAN
 Public Relations:

• Press releases: press releases always play an important role when you
have a product which is catering to the niche audience. In this case also,
we are catering to the niche customers comprising of saloon owners,
professional hairstylists, models and women from the upper strata of
the society. Hence all the events and other activities carried out under
the brand name must get proper print, digital and television coverage
in the relevant publications and TV channels. in the niche product like
this one third party’s approval is very important.

• Feature stories: feature stories would cover the unique aspects of the
product showing it in a positive light. It would talk about the eco
sensitive nature of the product and how big companies like L’O real are
taking initiatives towards green drive.
•Interviews (customers, brand managers): interviews of experts
from the industry, recommending the product, and also the brand
managers talking about how they came up with the concept, and
what is the product all about. Basically telling the storey of the
product.

•Product picture placement (fashion and lifestyle magazines and

fashion column of the news papers): placement of product pictures
with the price in magazines like, Elle, vogue, Femina, Marie Clair,
cosmopolitan, etc.
• 

•TV (on various fashion and lifestyle channels): the product can
feature on various fashion and lifestyle shows coming on channels
like NDTV good times etc.
•Saloon owners meet (hair care and styling workshop): the PR team
should organize a meet for the owners of big saloons. All the
participants would be given the privilege of attending hair styling
work shops from famous people from the industry. The meet will be
sponsored by serie nature and all the products used during the work
shop will be from L’Oreal and especially serie nature.

•Direct mailers: send direct mailers (in the from of attractive e-

brochures to the prospective clients), for this it is first important to
make a database of all the saloon owners, models hairstylists, fashion
and beauty and retail stores owners.
•Make over programmes: sponsor the hair styling part of a
makeover programme showing the use of the product.
•CSR: indulge in a CSR activity related to environment. Start a tree
plantation drive.
•Tie-up with an NGO supporting environment protection.
•Sponsor and content partner of hair styling competition: sponsor a
hairstyling competition on TV.
•All the activities done by the brand will be supported by the PR
department. All the events and activities will be taken to the media by
the PR department. Hence PR will play a vital role in every step of the
IMC plan.
 Advertising:

• L’Oreal is an up market
brand. It caters to the women
of the upper strata of the
society’s hence the ads have
to be simple yet classy. All the
ads must talk about the USP
of the product, which is its
eco sensitive nature. The ads
should be in subtle color with
preference of shades of green
as the color code. Ads should
be simple with no clutter
what so ever.
•In fashion magazines: we would like to advertise in various fashion
magazine which reaches to our target customers. The magazines
include, Elle, vogue, cosmopolitan etc.

•Bill boards: we would like to do something different then the

traditional bill boards. We would like to make a bill board in the
shape of a leaf.. On which a model and the product will be painted.
The entire theme will be subtle and inspired by nature. The bill
boards will be strategically placed in the relatively up market areas.
•Internet: there will be ads at various fashion and lifestyle websites
and also at the web pages of various fashion magazines. The ads will
not be the usual pop up ads. It would be something like, on opening
a web page a leaf would scroll down uncover a bottle of serie nature.
Similarly a flower will open to revel the product inside.

•Mailer ad: mail the ads to the prospective customers. We can start
an online teaser campaign, where we would initially send the ads
which would not reveal the product or the brand. And eventually
reveal the brand. The ads should be very well done in order to catch
attention as such ads are generally discarded by the people. Hence
they should give people a reason to go ahead and open them.

•AD placement: where you the place the ad is one of the most
important aspects to consider. on earth day is celebrated by all most
all the publications. they have number of articles related to various
aspects of the environment. Advertising in the relevant media
carrying messages to the environment is a good idea.
 Direct Marketing:

• Mail: direct mailers and invitations for the events to the

prospective customers.
• Going to saloons: training people to go to saloons and
demonstrate the product to them, also giving away trial
samples. 
• Going to fashion hair stylists: direct contact with various fashion
hair stylists, showing them the product, making them
understand the benefit of it and telling them why they should
use it.
•Targeting models and actors: models and actors are very skin and
hair conscious since they use so many chemicals on their body on day
to day basis. They would definitely be open to the idea of using
something made out of natural ingredients only and that too from a
reputed brand like L’O real.

•Supply to fashion shows: supply the product to the fashion shows.

This would increase the visibility among models, designers and hair
stylists.
  
New Media:

• WEBSITE (giving hair tips, style, care etc): picking up from

the popularity of sunsilk gang of girls, we can also have a
website or rather a portal offering various hair solutions.
The website would be an interactive forum between experts
and customers with hair problems, it would also offer
various hair styling tips, and the website would also have
features such as you can upload your pictures and try out
different hairstyles to check which one suits you the best.
• Blogs ( for fashion conscious people): we will also start a
blog for hair conscious where new trends with regards to
hair will be discussed , also hair products will be discussed.
•SMS (for sales promotions): various offers will be informed to the
customers through mobile marketing. We will also be using Bluetooth
whenever the customer is in the vicinity of the store. Mobile voting: for
the hair styling competition that we are sponsoring , we will have mobile
voting.
•In store promotion: for in store promotion we would take up some
place of the store and convert it into a nature land..The product shelves
will be in shape of flowers, leaves etc..And the shelve would be put in the
ambiance with the décor of nature.
•BAGS: we would have eco friendly bags, made out of paper. All the
products would be strictly given in such bags.
•Screens showing ads: Product and we can also have some screens put
up in the malls, showcasing the product and various ads of the product.
In store singes: we are going to put eye catching singes inside the stores
promoting our brand.
• SEO in order to improve rankings of pages about the product. Currently, even a
search as specific as eco-sensitive shampoos does not show Seri Nature results
although various competing brands are displayed.

• SEM using Google Adwords

• Facebook Application which would enable users to try out various hairstyles using
their own pictures.

• A character would be created who would be the mascot of the brand. This character
would be something that our target audience aspires to be. She would be present on
Twitter. She would tweet about her day to day hair problems and solutions and tips
to tackle the same. New developments about the brand would also be conveyed
through this medium.

• A facility would be available to add this character on Messenger, Gtalk etc. Users
would be able to interact with L’oreal through this character. Natural language
Processing would enable the generation of automated responses to users queries about
hair care and L’oreal.

•
 Passion Groups

• Women in the age group of 21-35. They are very beauty

and grooming conscious. They are well connected on social
media and use it to connect with likeminded people. They
would be on the lookout for beauty and grooming advice
and would be interested in sharing their views on the
topic .
 Events:

• Launch- launch of serie nature has already happened. The

product was launched with a fashion show, where well known
models like Lakshmi Rana, Joe Mathews and Sapna kumar
walked the ramp. Since serie nature has also come up with
products for children, three kids also walked the ramp. They
accounted for the awww factor of the event. The décor was in the
hues of nature, and it appeared very classy and elegant. There was
good media coverage and the band got decent after event coverage
• Earth day: since serie nature is inspired by nature, we can use
earth day to promote the brand. We can get all the L’Oreal
ambassadors and have a fashion show with the green theme.
 
•Children’s day- we can also plan a fashion show for the children on
children’s day. Hair festivals: we will organize a hair festival in the
month of December. December is the time of the festivals and
everybody is in a festive mood. Also people like to look their best
during the festive season, and hairstyling of course is a crucial part of
looking good. the festival would include putting up kiosks in the
malls, having mobile saloons running throughout the city, various
contests( like the craziest hairstyle, best short hair cut, best long hair
cut etc). All the prizes will be serie nature products.

•Sponsorship of events relating to environmental protection For eg on

World Environment Day
 Sales Promotion:

• Offers for saloons: there would be special offers for the

saloons as they engage in bulk buying. We can have
special packs comprising of number of products by the
brand, the overall cost would be less than buying the
individual product.
• For professional stylists: special offers for the hair stylist,
special discount if they use our product on their clients.
• For models
• Offers for children’s day: as serie nature has a special line
for children also, we can introduce a special offer
exclusively for children’s day
•Offers for saloons: there would be special offers for the saloons as
they engage in bulk buying. We can have special packs comprising
of number of products by the brand, the overall cost would be less
than buying the individual product.
•For professional stylists: special offers for the hair stylist, special
discount if they use our product on their clients.
•For models
•Offers for children’s day: as serie nature has a special line for
children also, we can introduce a special offer exclusively for
children’s day
 Merchandise:

• Eco friendly bags, folders: we can introduce eco

friendly folders and bags. All the customers buying
L’Oreal products will be given eco friendly L’Oreal
branded bags and a free paper folder bag inside
• Toys: for the children we can introduce a captain planet
like character that saves Mother Nature. We will have
hard toys, soft toys, comic books etc. these will be given
free with the purchase of serie nature kids products.
• Branded caps to be distributed at all the events.
 
 Thank You!
Ankita Chopra (70)
Tripti Modi (54)
Batch 2010
SIMC