Publicação
Reaching gen z skincare consumers in Portugal: how can myclarins integrate and promote wellness
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Pinkhasov, Michael | |
| dc.contributor.author | Pinto, Mariana Oliveira | |
| dc.date.accessioned | 2024-10-14T12:23:05Z | |
| dc.date.available | 2024-10-14T12:23:05Z | |
| dc.date.issued | 2024-01-26 | |
| dc.date.submitted | 2023-12-20 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203601602 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/173446 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Skincare | pt_PT |
| dc.subject | Gen z | pt_PT |
| dc.subject | Wellness | pt_PT |
| dc.subject | Well-being | pt_PT |
| dc.title | Reaching gen z skincare consumers in Portugal: how can myclarins integrate and promote wellness | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s Degree in Management and International Management from the Nova School of Business and Economics. | pt_PT |