This year, students were required to "Be creative and attract men to salons: imagine a new service experience and its associated range of products for L'Oréal Professionnel Homme."
The Enigmatic Elitists winning concept was "The Locker Room".
Their reasoning behind this is that men find it embarrassing to be seen at a salon as it is seen as a feminine place. They wanted to create a product and experience that will allow men to feel proud and comfortable to be seen at or be in a salon; in other words "a man cave".
They then decided that "The Locker Room" depicts this whole experience holistically. To any active man that participates in any sort of sports, a locker room is that "safe" space that prepares him to take on the opponent. The opponent in this instance is taking on the world with good looks after having groomed themselves with the client's products.
In the locker room, men feel comfortable to be in the company of their fellow mates who share the same ideas as they do and that makes them feel like they are a part of a whole. They mentioned that men enjoy doing things in teams, and the locker room is the one place that creates a "team spirit" atmosphere.
