How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis

Abstract

This work project aims at advising on how the renewed, more natural, positioning of Fructis can be communicated in Portugal, through the analysis of the communication efforts of pioneer natural brands. It was found that it is much easier to communicate a concept of “natural” having kept one from scratch, whereas the communication of a renewed “natural” definition might increase the risk of consumers not perceiving an improvement in the positioning. The strategy that appears to be more suitable for Fructis in guaranteeing an understood shift in positioning is to distance itself from the current brand (via strategies found in the takeaway) such as its association to a “health and wellness” lifestyle