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Is Lancôme perceived as a co-creating brand in Germany and how can the brand leverage on brand value co-creating to engage with consumers?"
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Resumo(s)
The purpose of this Work Project was to explore whether the high-end beauty
brand Lancôme is perceived as a co-creating brand in Germany and how it can leverage on
brand value co-creation to engage with its consumers. Two studies based on qualitative in-depth
interviews with highly interested beauty consumers and with Lancôme managers from
Germany were conducted. The research demonstrates that consumers and managers have a
different perception of co-creation and that Lancôme is not perceived as a co-creating brand by
German consumers. Thus, the insights of this Work Project may assist Lancôme managers in
understanding how to engage with consumers by using co-creation.
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Co-creation Brand value Beauty brands Lancôme