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How to communicate Givenchy´s prime libre loose Powder to young consumers in Germany
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| 8.43 MB | Adobe PDF |
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Resumo(s)
This work project explores the intricacies of consumer perception surrounding Givenchy’s
Prisme Libre Lose Powder, revealing challenges in its intuitive understanding, potentially
acting as a purchase barrier. To address this, the study proposes effective communication
strategies tailored for young luxury beauty consumers in Germany. The recommendations
emphasize four pivotal aspects: mitigating purchase barriers through communication,
understanding the distinct make-up needs of the young consumer segment and aligning
communication accordingly, adopting an appropriate tone for luxury communication, and
incorporating insights of the consumer decision journey of the young segment.
Descrição
Palavras-chave
Luxury Beauty Complexion Make-up Germany Young consumers Gen y Gen z Zillennials Communication