At first, the case that will be analysed will be introduced, the launch of Garnier Nutrisse, a Hair Color product in the Brazilian Low Cost market. It will also present LOréal, the company which has launched this product, in Brazil and worldwide. After that, the strategy of Garnier in Brazil will be reminded, since the Garnier brand launch to begin the development of other product lines. The theory will present the basic marketing concepts that sustain the case, ending this chapter with an explanation about the differences between its labels and consumers prices. By introducing the case study, the hair color market will be presented, highlighting its main aspects, consumer behavior and segmentation. Following that, the main internal and external competitors will be analysed. After that, the product launch will be focused taking into consideration the market, price, research and midia strategy. At last, this study will present the results and conclusions reached since the product launch.