Pestel

5f

Swot

Change

P.E.S.T.E.L
E as Environmental Factor
2013, 71% of the French population declared choosing biological products.

Sustainable development
shows up in many issues:

Brand Communication
- Non recyclable packagings
- Ecological responsible seals approval: cosmbio, cosmos, EU eco label, approuv
conso responsable, ...)

Products
- Aerosol: volatile organic compounds
- Come back of the roll-on deodorant

S as Social Factor

population growth:
- 2 children / household: higher than the european average.
- About 66 million inhabitants in France
- Users: 13 to 70 years old.

Health condition:
- 40% of the population is in overweight
- High sport practice

Appearance:
French people take care about their appearance (how they smell, how they look like)
T as Technological Factor
Products:
- Spray, roll-on
- New composition (alcohol free, natural raw material Eg. Stone of alum)

Distribution:
- Hypermarket: top sales
- A few sales in health and beauty specialized retails stores
- Pharmacy: represent a minority

Communication:
- Based on healthcare, protection, respect of the body (Nivea, Dove, Narta, ...)
- Based on beauty (Scorpion, Axe, Eau Jeune, ...)
- Social network Eg. Axe
L as Legal Factor
Health and Security:
- European cosmetics directive (76/768/CE) : manufacturing and marketing.
- Prohibition of animal experiments and regulation of nanomaterials

Product Labeling:
compulsory mentions (aluminium salts, polluting...)

Advertising Standards:
- First step : need to acquire an authorization to market a product
- No smear campaign (Consumption Code)
2013, the deodorant market suffer from lower performance : economic crisis + less
investment in product innovation.

Some economic figures

- Market growth: 2% per year
- 327 000 deodorants sold every day
- 10% of the global beauty market

Leaders company in the deodorant sector

Unilever France SA:
- leading player of deodorants
- 27% value share in 2013
- Axe, Dove, Brut, Rexona, ...
Laboratoires LaScad:
- 26% value share
- Mennen, Narta, Ushaa, Eau Jeune, Cadum, ...

Economic prospects
Concentrated deodorants (Unilever France SA):
- New products smaller in size
- Environmentally-conscientious
The consumer insight
A deodorant containing an
active
and efficient agents which
protect the skin
, instead of being aggressive.
The deodorant should be
discreet
(no traces on clothes, and a soft fragrance) in order to help people
feel good
(and clean)

What do you expect about your deodorant ?

Florian Sirodot
Astrid Tarteret
Mathile Teissier
Rodolphe Vaillant
Lucile Vasse
M1 BLM MARKETING