Element: For Men is a newly formulated shampoo exclusively for Asian Men!
Company Name: Element Trading Pte Ltd
Address: 123 Quality Road Singapore 618123
Product Name: Element: For Men
The aim for the product name to include “For Men” is to directly send the message that the product is suitable for any Asian men. In addition, “Element” is inline with the notion that our targeted consumers are being in their prime, regardless of the harsh conditions their hair is subjected to. Hence, it would portray that our product is able to bring out their charm, confidence and coolness regardless of hair type.
Target group of consumers
Our product will be targeted at male working adult and younger. This is because while we would like to portray our products as suitable across all ages, working adults and younger men more concerned about their appearances. Furthermore, since our product is suitable for men involved in all kinds of activities, our consumers will likely to consist of males who are active and sporty.
Marketing approach
Since our product is targeted at the Asian men mass market, all supermarkets, personal care stores and salons in Singapore will distribute the shampoo. We have decided to choose Asian-born celebrity, Show Luo, to endorse for our product as he represents the new urban active male of the Asian entertainment scene. Print advertisements and posters will be placed in retailing outlets so as to increase our product’s visibility to customers. Through print advertisements in Men’s magazines like Newman, Maxim and FHM, we would be able to capture potential male consumers, whom may be even more concerned about their appearances.
Description of product
Element: For Men is a fresh aquatic shampoo inspired by the seas of the world. It is suitable for active, sporty men who want to have soft, manageable and dandruff-free hair fragranced by an invigorating oceanic scent all the day long.
With the herbal ingredients, such as panax ginseng root extract, glycine soja (soybean) protein, and eucalyptus globules leaf extract, Element: For Men caters to the unique hair structure of Asian men’s hair. The ingredients help men’s hair regains its healthy shine and vitality by penetrating deeply into hair fibres to repair and nourish. With anti-dandruff compound, men no longer need to worry about having embarrassing white flakes on their crown. Hence, it suits the lifestyle of men who constantly confront the harsh elements of weather in open air.
Choice of fragrance
The choice of oceanic fragrance is to cater to the preference of men, who would usually prefer a scent that is faint and light. Hence, the aquatic scent would give off the impression of cooling and refreshed.
Calone is chosen to be added to give the olfactory impression of fresh seashore through the marine nuances. Since it has an intense sea-breeze note that is the source of a variety of “fresh/ozone” accords, it would serve the purpose of Element: For Men as a men’s shampoo.
Product Claim
The product is suitable for all hair types as the extracts from Asian herbs nourishes and strengthens the hair. Research shows that Asian hair is rounder, has more cuticle layers, thicker and straighter than Caucasian hair. The product enables hair to become smoother after use, which allows for easy styling of hair. Hence, it allows Asian men to express their confidence no matter when and where they are. The product has been clinically and dermatologist tested to be suitable for men’s hair.
