A problem of market penetration was identified regarding Studio Line products. Considering segment immaturity and lack of investment on the part of the company, sales product volumes are low. So, this is not an strategia in the products mix that form : LOréal Paris trademark. This work proposes to offer a working instrument wich will permit a better understanding of the existing styling market necessities, wishes and frustations, developing and preparing a qualitative market research. With that, and from these gathered informations on, all ellaborated marketing actions will be more strategia, enabling a better trade performance.