IGORA Blond Couture_Sales Argumentation

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IGORA Blond Couture_Sales Argumentation Powered By Docstoc
					March 2010
Schwarzkopf Professional’s most-wanted product:
More than 2 million tubs sold every year across the world!




The color of imagination:
The biggest brand of Schwarzkopf Professional!
We are performance
leaders!
Like in fashion, we
re-invent ourselves and
set NEW benchmarks in
performance!
For the first time ever, the
2 biggest brands will tell
one big BLOND story!
„Across fashion, film, and music, blonde has never gone out
of fashion. It has constantly been re-invented. The new
blonde is no longer one-dimensional – multiple shades look
more believable than one monotone, single-process shade.“

                    Anita Cox McMilan, SKP Color Ambassador UK
            BLOND COUTURE

KEY OPPORTUNITIES & STRATEGY


Key Opportunities
    Create one big blond activity with both brands
     IGORA VARIO BLOND + IGORA ROYAL
    Use activity for strong promotion

Strategy
     Strengthen performance & innovation leadership
      of IGORA in blond segment

Measures
   IGORA VARIO BLOND Relaunch 03/10
   IGORA ROYAL Blond LE 03/10
         BLOND COUTURE




  COOL LIFT




                         NEW HIGHLIFTS


EXTRA POWER
BLOND COUTURE
           BLOND COUTURE

PRODUCT DETAILS


                                             PLUS
Blue dust-free bleach powder


                   Up to 7 levels of lift
                   Wheat starch for extra care
                   Smooth and creamy consistency for
                    secure and even application
           BLOND COUTURE

PRODUCT DETAILS


                           EXTRA POWER
White dust-free bleach powder


                   Extra high lift: Up to 8 levels of lift
                   Anti-yellow effect
                   Easy mixing system to release extra
                    powerful lightening properties
                   Extra hair conditioning during bleach
                    with Amino acids
           BLOND COUTURE

PRODUCT DETAILS


                             COOL LIFT
Bleach additive for secure cool highlights
                   Secure cool blonde highlights
                   Now possible in just one application
                    step
                   Ensures a cool colour result even on
                    dark natural hair
                   Cool pigment technology lotion works
                    in mixture with both
                    IGORA VARIO BLOND bleaches
           BLOND COUTURE

PRODUCT DETAILS




                  The colour of glamour: Experience the luxury of
                  pearls, from glistening frosted platinum to
                  glowing blonde tones. Lighten your client‟s look
                  or achieve beautiful pastel colours on previously
                  highlighted or bleached hair.


                  Unique NEW shades:
                     With Anti-red technology
                     2 new extra neutralizing shades
                     1 new blonde fashion shade
                     1 new light cinnamon pastel shade
           BLOND COUTURE

PRODUCT DETAILS




                  10 – 13
                   Ultra Blonde Lifting shade with
                    outstanding anti-yellow effect,
                    providing cool and eye-catching
                    blonde tones
                   Extra neutralizing with
                    Anti Red-Technology
           BLOND COUTURE

PRODUCT DETAILS




                  12 – 13
                   Special Blonde Lifting shade with
                    outstanding anti-yellow effect,
                    providing head-turning frosted
                    blonde tones
                   Extra neutralizing with
                    Anti Red-Technology
           BLOND COUTURE

PRODUCT DETAILS




                  12 – 62
                   Special Blonde Lifting shade
                    with a unique mélange of
                    cool caramel tonality,
                    generating gorgeous biscuit
                    tones
           BLOND COUTURE

PRODUCT DETAILS




                  9,5 – 67
                   Platinum Blonde with an
                    outstanding warm
                    cinnamon tonality to enrich
                    every bleached and
                    highlighted hair with
                    harmonious warmth
     BLOND COUTURE




We give the
hairdresser the tools to
create FASHION.
          BLOND COUTURE




Introduce your clients to new innovative
blonde products and services, while creating
new business opportunities in your salon.

IGORA BLOND COUTURE announces two new
services to give your clients the ultimate
blonde experience.
               BLOND COUTURE




1. NORDIC HIGHLIGHTS
 Strand technique with cool and creamy
  highlights, inspired by the bright shine and
  icy atmosphere of the northern lights, and
  the creamy colours of the Scandinavian
  scenery.
 Products used:
      IGORA VARIO BLOND EXTRA POWER
       bleach
      IGORA VARIO BLOND COOL LIFT
       for cool highlights
      IGORA ROYAL 10-13 , 12-13,
       and 12-62 for creamy strands
BLOND COUTURE




       2. URBAN BLONDES
        Full head bleach application with thick pastel
         strands, inspired by the creative atmosphere
         and playful contradictions of the buzzing
         Northern European cities.
        Products used:
            IGORA VARIO BLOND EXTRA POWER
             bleach
            IGORA ROYAL 9,5-1 as neutralizing toner
            IGORA ROYAL 9,5-49 and 9,5-67
             for pastel lowlights
             BLOND COUTURE



Who are these services for?
 Clients wanting a glamourous yet natural finish
  (highlights, lowlights, full head lightening).

 Clients who keep pace with fashion and trends,
  interested in new cuts and colour designs.

 Clients requesting regular highlights or re-growth
  applications.



Both services are suitable for current blondes,
and first-time colour users.
          BLOND COUTURE




Key Sales Arguments
 1. Product innovations:
      Stronger: now with 8 levels of lift (IVB Extra Power)
      Faster: Cool highlights in 1 easy step (IVB Cool Lift)
      More secure: Guaranteed cool results (IVB Cool Lift)
      More fashionable: Unique new shades (I.Royal)

 2. Two fashionable blond services for your salon

 3. Strong promotion with Essential Looks
BACK UP
           ROYAL BLONDES

LAUNCH OBJECTIVES




          Strengthen performance leadership of
           IGORA ROYAL World of Glamour (blonde series)

          Clearly differentiate 9,5-, 10-, 12- shades
          Streamline IGORA blonde assortment
          Offer new, inspiring shades
          ROYAL BLONDES

PRODUCT ASSORTMENT

                                        GLAMOUR
         IGORA ROYAL 12-13    9,5 -       10-      12-
                              9,5 -67             12-62
                                          10-5
         IGORA ROYAL 10-13    9,5-49
                               9,5-4      10-4     12-4
                                                  12-22
         IGORA ROYAL 12-62                10-2     12-2
                                                  12-19

         IGORA ROYAL 9,5-67               10-13   12-13
                              9,5-111             12-111
                               9,5-1      10-1     12-1
                               9,5-0      10-0     12-0
           ROYAL BLONDES

SOURCE OF BUSINESS


         1. Increase distribution depth
         2. Increase distribution width (NCA)
         3. Segmentation of clients
                  IGORA ROYAL clients
                  SKP clients non-IGORA
                  IGORA VARIO BLOND clients
                   non-IGORA ROYAL
              VARIO BLOND

LAUNCH OBJECTIVES


 Induce IGORA VARIO BLOND with innovation

 Reinforce performance leadership in bleaching

 Support HD with a variety of blond services

 Appealing to price conscious trends

 Clear product differentiation
  (“blue” 7 levels lift; “white” 8 levels lift)
             VARIO BLOND

SOURCE OF BUSINESS


1. Increase distribution depth
2. Increase distribution width (NCA)
3. Segmentation of clients
        IGORA VARIO BLOND clients
        Long-standing IGORA clients
        Non-BLONDME clients
                VARIO BLOND



WHAT„s NEW?                   WHAT REMAINS?
 Breakthrough performance:    Secure IGORA VARIO BLOND
  8 levels of lift              PLUS formulation
 Extra security:              Convincing product
  Yellow clearing               performance and reliable
                                results
 Care:
  Amino Acid & Wheat Starch    Easy handling with simple
                                mixing procedure
 Speed:
  1 easy step                  Affordable mid-price
                                bleaching
            VARIO BLOND

DIFFERENTIATION WITHIN SKP PORTFOLIO




How to differentiate the
Schwarzkopf Professional
BLOND brands?
            VARIO BLOND

DIFFERENTIATION WITHIN SKP PORTFOLIO




BLOND stands for
BEAUTY, GLAMOUR,
FASHION …
            VARIO BLOND

DIFFERENTIATION WITHIN SKP PORTFOLIO




This is fashion!
            VARIO BLOND

DIFFERENTIATION WITHIN SKP PORTFOLIO




And this is fashion, too!
             VARIO BLOND

DIFFERENTIATION WITHIN SKP PORTFOLIO




    High end image          Big successful
                              brand
    Selective target
     group                   Wide target
                              group
    Exclusive
     distribution            Wide distribution
             VARIO BLOND

DIFFERENTIATION WITHIN SKP PORTFOLIO




    High end image          SKP‟s biggest
                              coloration brand
    Glamour
                             Performance &
    Exclusive
                              reliability
     distribution
                             Wide distribution
                               VARIO BLOND

        DIFFERENTIATION WITHIN SKP PORTFOLIO
              IGORA                         IGORA                           BLONDME Premium               BLONDME Easy,
              VARIO BLOND                   VARIO BLOND                     Performance                   quick & soft
              PLUS                          EXTRA POWER                     Lightener                     Lightener

Concept /     Secure & Easy System gives    Secure & Easy System gives      For maximum lift on natural   For creative free-hand
Positioning   guaranteed perfect bleach     guaranteed perfect bleach       and colored hair              techniques
              performance                   performance
Key Claims     Reliable bleach              Reliable bleach                Premium high                 Soft lifting up to 6 levels
                performance                   performance with extra lift     performance bleach
                                                                             8 levels of lift
Benefits       7 levels of lift             8 levels of lift               8 levels of lift               Up to 6 levels of lift
               Caring wheat starch          Yellow clearing                Advanced neutralization        Soft lifting
               Secure & easy                Secure & easy                  Supreme performance            Extra care
                                                                                                             Pleasant fragrance
                                                                                                             Ammonia free
Usage          Strands or full head         Strands or full head           Strands or full head         Strands or Highlights
                                                                                                           Free hand
Ingredients    Yellow diminisher            Yellow diminisher              Activating elements            Wheat protein
               Wheat starch                 Amino acid                     Anti yellow agents             Amino acid
                                                                                                             Ammonia free
                                                                                                             Fine molecular booster
Mix Ratio     Fixed 1:2 (35g + 70g)         Fixed 1:2 (35g + 70g)           Flexible 1:1.5 to 1:2.5       15ml lightening cream 20g
                                                                            (35g+50-90g)                  Lightening Powder + 35ml
                                                                                                          Developer
Formula       Color: dark blue, IGORA       Color: white, BLONDME PPL       Color: light blue
              VARIO BLOND old formula       formula
              with new perfume
Price         Mid-price: 25% below          Premium Price: same as BM       Premium price                 Premium price
              BLONDME PPL                   PPL

Clients       Long-standing IGORA clients   Long-standing IGORA users       BLONDME A1, A2, B1, B2        BLONDME A1, A2, B1, B2
              & Non- BLONDME clients        & Non- BLONDME clients          clients                       clients
                            VARIO BLOND

        DIFFERENTIATION WITHIN SKP PORTFOLIO
              IGORA
                                                           BLONDME
              VARIO BLOND
                                                           Bleach & Tone
              COOL LIFT
Concept /     Secure & Easy System gives guaranteed        For the first time BLONDME Bleach & Tone creates cool
Positioning   Perfect bleach performance                   blonde highlights up to 8 levels in 1 step – even on dark hair!
Key Claims     Secure cool blonde highlights               1st product that creates cool blonde highlights up to 8 levels
               1 easy process                              Cool highlights in 1 step
               Time savings                                Effective even on dark hair
                                                            First cool pigment that survives the bleaching process
Benefits       Easy and secure cool results                Easy to handle thanks to creamy consistency
                                                            Saves time
Usage          Applicable for all IGORA Vario Blond        Applicable for BLONDME PPL
              bleaches
Ingredients    Yellow diminisher (as mixed with bleach)    Cool-persistency-pigments covered in a protective
               Amino acid (as mixed with bleach)            molecular
               Cool pigment technology lotion              Shield that doe not break down when added to bleach
Mix Ratio     10ml / 15ml / 15ml depending on hair         Cool toner cream to be mixed with existing Premium
              thickness with 35g IGORA VARIO BLOND         Performance Lightener powder + developer
              Bleach and 50ml IGORA Developer              (10ml / 15ml / 15ml depending on hair thickness with 35g
                                                           BLONDME Bleach and 50ml BLONDME Developer)
Price         Mid-price (same as BlondMe Bleach & Tone)    15% above BLONDME color
Clients       Long-standing IGORA clients & Non-           BLONDME A1, A2, B1, B2 clients
              BLONDME clients

				
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