Launching L’Oréal Men Expert

Context

At the agency, Denise worked on the L’Oréal account during a pivotal period of growth in skincare and bodycare. Alongside campaigns for women’s skincare and bodycare ranges, she was part of the team that supported the launch of L’Oréal Men Expert,  the company’s first mass-market men’s skincare line.

Challenge

Reposition men’s grooming from a limited focus on aftershave and shaving products to a full-spectrum, science-backed skincare category that could stand alongside women’s skincare.

Approach

• Craft messaging for Men Expert that emphasized men’s unique skin needs.

• Translate innovations into consumer-friendly campaign narratives.

• Coordinate with regional markets across Europe to ensure campaigns were culturally relevant while consistent with global positioning.

Market Impact

The launch of Men Expert in April 2005 coincided with strong performance in L’Oréal’s Consumer Products division, where skincare was cited as a key growth driver. In the first half of 2005, the group reported €7.163 billion in sales, up 3.5 percent year-on-year. By the end of 2005, L’Oréal reached €14.53 billion in sales, a 6.5 percent increase over 2004, with skincare and the introduction of Men Expert playing central roles.

Results

• Category breakthrough: Men Expert became the first mainstream anti-aging skincare line for men, shifting perceptions of men’s grooming.

• Market validation: Men Expert products, particularly Hydra Energetic, continue to thrive today with more than 20,000 reviews on Amazon and ratings above 4.5 stars.