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Zero fuzz given - launching P&G´s hair removal brand sunny in Portugal - a research on generation z´s consumer behavior
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Hair removal is a deeply studied to pichowever consumers’ behaviors are continuously changing and vary across countries, cultures, age, and gender. This Work Project is done in close collaboration with Procter & Gamble Portugal. The two main objectives are to analyze Generation Z’s behaviors within the Hair Removal category, in Portugal, and to understand if it is worth to launch the brand Sunny locally. These goals are accessed through several research techniques and a deep evaluation of the market and its consumers. With the gathered insights, a recommendation on how to adapt Sunny’s launch to the Portuguese market is presented.
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Procter & gamble Hair removal Generation Z Brand management Brand positioning