L’Oréal Paris Men Expert

: compreender o mercado masculino de cuidados de pele em Portugal

Abstract

L’Oréal Men Expert is leading the male skincare market in Portugal side a side with Nivea Men. Despite the predictions revealing this market’s exponential growth, in the past few years its penetration rate has been continuously decreasing in Portugal. In other words, this market has been losing its customers. The aim of this dissertation is to analyse the specific market dynamics to understand what is causing this situation. Therefore, by precisely focusing on L’Oréal Men Expert, this study will identify the customers main characteristics; will recognize the core obstacles that are contributing to such decrease in the penetration levels; and will point out some strategies that could be used by L’Oréal Men Expert to reverse these circumstances. Regarding the customers, this analysis found out that there are two realities in Portugal: the modern, confident and charming male customer and the female customer who buys these products for her boyfriend/husband/son. In terms of the factors provoking this situation, the research conducted concluded that the main problem is related with customer education, once they are still not aware of the advantages and benefits of this market. Finally, concerning the strategies, L’Oréal Men Expert should, among other actions, implement an educative campaign where it would teach its customers about the existence products (how to use them; their advantages/benefits and the related opportunities).

Date of Award	26 Feb 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)