A carregar...
Publicação
Gender-neutrality in the skincare market - should biotherm introduce gender-neutral advertising? - A study conducted in the German market
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.21 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Within the German skincare market, the trend of gender-neutral advertising has
evolved, which is valued especially among younger consumers. Since Biotherm aims at
targeting this audience, this work investigates whether gender-neutral advertising can create an
opportunity for Biotherm to reach them more effectively. Semi-structured interviews were
conducted and confirmed this positive attitude towards gender-neutral skincare advertising.
However, this approach should only be applied if the product portfolio is pivoted
correspondingly. Since Biotherm does not have a gender-neutral portfolio yet it is suggested
not to entirely switch to this approach and apply it only to a selected range of products.
Descrição
Palavras-chave
Gender-Neutral advertising Biotherm Germany German skincare market Targeting young consumers