Loreal

18 Pages 4491 Words

L’Oréal:



La coloration
- Tendances parmi les jeunes -




Authors: Nicole BRANDL
Wilma HUPPERTZ
Linn Camilla SYLTA
Maja LECHTMAN
Tobias SCHOMACHER



Table of Contents
1 INTRODUCTION 2
1.1 METHODOLOGY 3
2 RESULTS OF THE SURVEY 4
2.2 RESULTS: WITH COLOURATION 4
2.3 RESULTS – WITHOUT COLOURATION 9
3 LIMITATIONS OF THE STUDY 13
4 RECOMMENDATIONS AND CONCLUSIONS 13
4.1 PRICE POLITICS 14
4.2 PRODUCT FEATURES AND PACKAGING 14
4.3 PROMOTION 15
4.4 PLACE/DISTRIBUTION 15
5 APPENDIX 16
5.1 APPENDIX A: QUESTIONNAIRE AVEC COLORATION 16
5.2 APPENDIX B: QUESTIONNAIRE SANS COLORATION 20
5.3 APPENDIX C: STATISTICS 22



1 Introduction
Teenagers around the world are becoming more and more concerned about their looks. They shop for their own trendy clothes because it is getting increasingly important to wear the latest fashion. Furthermore, there is a growing number of younger and younger children colouring their hair, often with the permission of their parents. The question, which arises from this, is: Why do adolescents pay more attention to their appearance than in past years? The answer is difficult to find because it is complicated to reveal psychological motivations. Nevertheless, considering the extraordinarily high importance of means of mass communication like TV and Radio, the influence of the media on young people is, without doubt, immense. Moreover, it is probable that the commercials of big companies with a widespread reputation are, in some way, responsible for the above-mentioned movement. That is why more and more firms in the clothing industry as well as those concentrated on the marketing of beauty products start developing strategies to take advantage of this efficient way of influencing a broad part of the population in order to attract the younger target group.

Being aware of the new trend, L’Oréal commissioned this study about “Tendencies among adolescents concerning hair co...