L'Oreal

The case concerns Redken for Men, a L'Oreal product targeted at the male market. According to the introduction, the product has not been selling well in the Australian market, which was surprising when compared to the American and European markets. As the senior product manager for Redken 5th Avenue NYC, Matilda Bohling had the task of determining strategies to change this trend.

The study goes on to provide some information relating to the corporation and its products. Redken is a professional division product, only available to the consumer through salons and business outlets. Redken Laboratories were founded in 1960, and inspired by American actress Paula Kent.

Redken revolutionized the industry by introducing protein reconditioning. The Laboratories now hold several patents on protein products and ingredients for hair care. The decision to introduce Redken for Men into Australia was based upon favorable financial projections for this particular market.

The pricing...
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