Reaching gen z skincare consumers in Portugal: how can myclarins tap into the self-concept to nurture brand loyalty

Pinkhasov, MichaelMestre, Joana Soares2025-02-242025-02-242024-01-262023-12-20http://hdl.handle.net/10362/179643Positioned 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.engSkincareGen zIdentitySelf-conceptBrand loyaltyBrand imageBrand personalityReaching gen z skincare consumers in Portugal: how can myclarins tap into the self-concept to nurture brand loyaltymaster thesis203865600