Garnier was founded by Alfred Armour Garnier, a young French chemist in 1904 when he created the first branded product, a hair tonic that used natural ingredients (plant extracts). The company started as Laboratoires Garnier in 1906, and was acquired by L'Oréal (the world's largest cosmetics) in the 1970s. Garnier is sold in numerous countries worldwide, with specific product lines targeted for different skin types and cultures. Garnier offers product such as hair care products, including the Fructis line, as well as skin care products, notably the newer Nutritioniste line which are distributed in 16 countries.
In the early 2000s, Garnier had witnessed an increased interest in personal grooming among men. As we know, Garnier’s philosophy of taking care includes taking care of yourself, others and the world around you. Continuing this philosophy, Garnier had launched Garnier MEN, a new range of products designed specifically for men. Garnier PowerLight is known as the “The 1st face wash for men that removes impurities, pollutants and dark cells for an intensive fairness action”
USP of Product
Men today are more active and dynamic. They are constantly on the move juggling their time on playing sports, working all day and then spending time with our friends and family. With this in mind, Garnier Men is offering men with acne problems particularly from the ages of 15 to 25 with a new anti-acne cleanser enriched with natural ingredients to fight against the six major acne problems namely: 1 Pimples
3 Visible pores
6 Acne marks
Garnier Men Acno Fight 6-in-1 Anti-Acne Scrub, the tough-on-acne, gentle-on-skin micro-beads cleansing foam to actively take care of acne-prone skin. The secret is actually the powerful and regenerating Herba Repair in its formula which is extracted from blueberries. Blueberries are commonly known as the cure for circulatory disorder which helps to stimulate and protect blood vessels and at the same time regenerate, repair and restructure skin for healthy appearance. With this incorporated ingredient in Garnier Men Acno Fight 6-in-1, acne scar marks on the skin will appear lighter and redness will be prevented.
The second product in the Acno Fight range is the Anti-Marks & Acne Clearing Roll-On which is said to instantly dry up imperfections and blemishes on specific trouble areas while visibly reducing the appearance of unsightly marks, leaving behind a cooling sensation like the cleanser. The Roll-On apparently visibly reduces red marks in just 5 hours and minimises marks in 2 days. Objective of PR Campaign
* Increase awareness for Garnier Men’s new 6 in one anti-acne facial foam- Acnofight which can be measured through increased sales. * Increase sales for Garnier Men by 5%
* Capture the attention of local media and be featured on local newspapers * Ease of cleaning the face
Profile of target audiences
* Working adult - Unlike women, men usually won't not spend much time on personal grooming which often lead to unhealthy skin which is made worse by the busy and stressful lifestyle in Singapore. So hence men have no time to take care of their skin, made worse by the climate here is Asia where it is always hot and humid. Garnier Men offers a holistic array of products for men with different skin care needs and it is easy to use. * Teenagers - Teenage males are often on the run and are often active in sports and other physical activities, this in turn will often lead to perspiration and also poor skin condition for the hours spent under the sun. Another point is that acne breakout is often caused by stress and with the increaing amount of school work, the teenages are often at risk of breakouts, especially when going through puberty. This will lead to a decrease in self esteem.The price range of the skincare products are also very...