The U.S. consumer product portfolio of L’Oreal for Men consists of three product family lines: Vive Pro Men, Men Expert and Studio Line, their breadth consisting of skin and hair care. Vive Pro Men and Men Expert are made specifically for men while the Studio Line can be used by men or women. The products for men center on maintaining/regaining a youthful appearance by promoting fuller, thicker hair and wrinkle-free skin. Effective cross-generational marketing must be used to target younger consumers who are either looking to maintain their youth as long as possible as well as older consumers looking to reverse the signs of aging. To justify the necessity of male-specific products, L’Oreal’s website explains that men’s skin is thicker and oiler for beard growth. However, the extra oils over time can cause more acne breakouts on the face and dandruff on the scalp. Vive Pro Men
This shallow product line consists of only five hair care products. All of the bottles have the word men on them and are either grey or black with minimal usage of red, blue or green. This gives them a more masculine look than their Vive Pro women’s line which come in a neon array of orange and pink pachaging. The function of the products varies to satisfy both a consumer who wants a quick, easy wash and one that is facing the common male problems of thinning hair and dandruff. For a simple and quick clean, L’Oreal offers a combined shampoo, conditioner and body wash. This product promises to keep skin soft while cleaning and conditioning hair. For the man who is facing a thinning mane, they offer both a thickening shampoo and a thickening 2-in-1 shampoo, conditioner combo to combat the loss of fullness and manageability. Both are suggested for fine or thinning hair types. To fight an itchy, flaky scalp, L’Oreal sells a 2-in-1 shampoo and conditioner that has an active anti-dandruff ingredient and works on all hair types. Lastly, the Vive Pro line contains a shampoo...
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