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Reaching gen z skincare consumers in Portugal: how can myclarins tap into the self-concept to nurture brand loyalty
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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 intends to gather insights into
myClarins’ current context and propose recommendations tailored to the Portuguese market. In
this sense, one approach is outlined that delineates research-based directions myClarins can adopt
to nurture the brand loyalty of the desired target. Concretely, tapping into the self-concept
characteristics of reliability, honesty, wholesomeness, and intelligence is suggested. Additionally,
along with a unique selling proposition, the classification of myClarins as a sub-brand rather than
a product range is recommended.
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Palavras-chave
Skincare Gen z Identity Self-concept Brand loyalty Brand image Brand personality