Assessing the potential of Japanese skincare brands in the German market: how can Clé de Peau Beauté leverage its Japanese country of origin to compete in the German luxury skincare market?

Zins, Annalisa

http://hdl.handle.net/10362/185879

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Autores

Zins, Annalisa

Orientador(es)

Risques, Inês

Resumo(s)

This study explores how Clé de Peau Beauté (CPB), a Japanese luxury skincare brand, can leverage its country of origin (COO) in the highly competitive German market. Combining Hofstede's cultural dimensions and the COO effect framework, this research identifies key consumer preferences, highlighting transparency, innovation and self-care as crucial to market adaptation. The findings highlight the potential of CPB to improve brand awareness and differentiation through strategic COO-driven narratives and tailored messaging.

Palavras-chave

Luxury skincare Japanese skincare Clé de Peau Beauté Hofstede’s cultural dimensions COO effect

URI

http://hdl.handle.net/10362/185879

Coleções

NSBE - MA Dissertations

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