Publicação
Reaching gen z skincare consumers in Portugal: how can myclarins integrate and promote wellness
| Resumo: | Positioned within the legacy prestige brand Clarins, the myClarins’ product range was introduced to meet the needs of Gen Z consumers. The following Work Project intended to gather insights into myClarins’ current context and propose recommendations tailored to the Portuguese market. Along with a proposed unique selling proposition, the classification of myClarins as a sub-brand rather than a product range is recommended. In this sense, this report was outlined to provide research based directions myClarins can adopt to reach and engage the desired target, Gen Z .Concretely, the individual section of this report focuses on a wellness-based communication strategy. |
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| Autores principais: | Pinto, Mariana Oliveira |
| Assunto: | Skincare Gen z Wellness Well-being |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Positioned within the legacy prestige brand Clarins, the myClarins’ product range was introduced to meet the needs of Gen Z consumers. The following Work Project intended to gather insights into myClarins’ current context and propose recommendations tailored to the Portuguese market. Along with a proposed unique selling proposition, the classification of myClarins as a sub-brand rather than a product range is recommended. In this sense, this report was outlined to provide research based directions myClarins can adopt to reach and engage the desired target, Gen Z .Concretely, the individual section of this report focuses on a wellness-based communication strategy. |
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