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Reaching gen z skincare consumers in Portugal: how can myclarins effectively communicate on social media
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Orientador(es)
Resumo(s)
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. In
this sense, five approaches are outlined that delineate research-based directions myClarins can
adopt to reach and engage the desired target, Gen Z. Concretely, identity-based, channel alignment,
social media, educational, and wellness-based strategies are presented. Additionally, along with a
proposed unique selling proposition, the classification of myClarins as a sub-brand rather than a
product range is recommended.
Descrição
Palavras-chave
Skincare Gen z Social media Influencer marketing