Abstract
The cosmetic industry has known an amazing growth in the last fifteen years. According to an Euromonitor survey, on the global scale, this market had represented 110,3 billion in 2008. The European Countries and the US are still the most profitable ones. France has the second largest cosmetics market valued at 10.4 billion which represents a real opportunity for it to establish a new brand. However, the competition can be measured on the global scale. In order to face giants such as Procter & Gamble Co. which had 12.7% of the global market shares in 2008, it seems essential to develop a new niche market: Cosmetics For Men. In the last few years, men's demand has been growing: in 2004, this new market had represented in France more than 680 million, that is to say 10% of the country's cosmetics turnover. Men want to take care of themselves and aren't ashamed of the products femininity anymore. Brands such as Biotherm, Nivea For Men, L'Oreal are developing their offers to answer to this new need. However, some products such as lipsticks are not accepted by men. That's why, we have decided to develop in France, in the US and in England, more precisely in the big cities, a new product, which won't be called lipstick to respect the male sensibility, but which will offer the same characteristics. Our main goal will be to tempt the early adopters with an efficient advertising strategy which will lead to a positive brand image and a huge recognition by establishing our product as the new Must Have for men.
