How can Vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - An analysis on mature Portuguese dermocosmetic consumers

Abstract

The rising success of the premium dermocosmetic brands has threatened Vichy’s leadership in the Portuguese market. This work project aims to study how Vichy can surpass these premium brands, by means of qualitative and quantitative research. The main findings from the project are that, as a result of the two segments that emerged from the research, Vichy should firstly focus on improving its communication and digital presence, as a mean to attract the young segment, and secondly, the brand must strengthen its relationship with key partners, as a mean of targeting the mature segment.