L’Oréal set for new-year assault on booming men’s haircare market
L’Oréal Paris will launch a shampoo and conditioner product for men early next year, capitalising on the growth in the male grooming market. Called Regenium XY, the launch is understood to be aimed at the younger end of the market.
L’Oréal Paris will launch a shampoo and conditioner product for men early next year, capitalising on the growth in the male grooming market. Called Regenium XY, the launch is understood to be aimed at the younger end of the market.
Insiders say that the cosmetics company is not planning major advertising and marketing support for the product’s launch. One says: “The XY launch will be quite low-key, because the company has pulled it twice already. But this time, the launch will go ahead as planned. The product will be on the shelves in late January or early February.”
Packaged in silver bottles, Regenium XY will be priced in line with L’Oréal’s Elvive range. This is not L’Oréal’s first assault on the men’s haircare market. The company has used footballer David Ginola in advertising for Elvive and more recently for Color Fitness, a range of home colorants to cover grey hair.
Aimed exclusively at men, Color Fitness was launched two years ago in the UK (MW August 24, 2000).
L’Oréal recently put US marketing director Michael Tanguy in charge of its Garnier division in the UK (MW October 3). Tanguy replaced Emma Walmsley, who is now the senior vice-president responsible for marketing the Maybelline brand worldwide.
