MuscleGlow - L'OREAL BRANDSTORM Winner
Research
Survey: Asked men from over 5 different countries what beauty products interest them and when they think about their appearance. We found that men mostly use 3-in-1 products, and don't buy products beyond shampoo and conditioner unless specifically targeted to their lifestyle.
Desktop research: Emerging beauty technology includes AI analysis, red light therapy, ingredients like caffeine and L-carnitine, and sustainable materials.
Interviews: Conducted interviews with men and found that they don't like complicated routines and can get self-conscious if they think a product is "feminine."
User profiles: Global skin-care data showed that one of the biggest untapped male markets for beauty products was gym-goers. They have high interest in their looks but won't buy conventional beauty products unless they're targeted towards men.
Ideation
Throughout five brainstorming sessions we generated hundreds of ideas: face masks, balms, towels, misters, pillows, and even an AI-powered app. There seemed to be an inherent conflict within the prompt: when it comes to beauty, men don't want tech, they want cheap and simple. Ultimately we had to take a step back and identify where we could simplify steps, not add them.
MaRket analysis
Identified gym-goers as an underserved but receptive market segment. This demographic shows high interest in appearance and performance but requires products that align with fitness culture rather than traditional beauty messaging. Positioned within L'Oreal CPD's tech-enhanced solutions to tap into the growing global demand for men's self-care products.
Design Concept
MuscleGlow™ combines science-backed ingredients for immediate cooling and visibly enhanced muscle definition with the convenience and familiarity of a wipe format - maximum benefit with minimal effort. Equipped with SPF and hydration, this trojan horse product ultimately aims to bring skincare to men as a post workout experience.
The eco-conscious formula features plant-based hydrators and recyclable packaging. Designed for all skin types with lightweight, non-greasy texture and neutral scent for broad appeal. Because what's the use of sculpting your body if your skin tells a different story?
L'OREAL MUSCLEGLOW™ is the first high-performance post-gym body wipe designed for fitness-driven men seeking instant cooling, sweat-proof hydration, and enhanced muscle definition. Our team won first place from over 3,000 participants across UK and Ireland by solving the challenge of bringing beauty products to men through targeted user research and market positioning.