Define the consumer: Modern Bachelor Playboy 18-30. Our target market for Diesel’s new beauty product is a single (unmarried) man around the age of 25. He is concerned with feeling good and looking good. He is a confident, upper middle class bachelor who values his social as well as economic success. Currently, sales for male beauty products are high because of the recession. As jobs are limited and money is tight, he looks to boost his selfesteem by revamping his appearance.
The End Product Based off of the success of Diesel’s current clothing and fragrance lines, the company has a strong presence in the fashion industry. Because of Diesel’s masculine edge, they are the perfect company to break into the male beauty industry. The brand followers are loyal and would most likely be accepting of a new line of beauty products.
The New Product: TINT, a daily body moisturizer specifically for men that healthily and gradually darkens the skin over a period of days. Five days of usage results in two skin shades darker.
L’Oréal Brandstorm 2010
The Market
Position: TINT will be part of a new branch of the Diesel beauty line for men. This product will help create an overall experience for Diesel customers. Diesel will now be a competitive company in the male beauty industry. Our overall strategy is brand awareness for Diesel’s newest product, TINT through commercials,print ads, a web site and alternative media. The advertisements will convey how our product is integral to a man’s social standing and image. The ads will be strategically placed in major cities across the world, where our target market resides.
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