Fernandes, Miguel PintoPütz, Felix2025-02-072024-06-272024-06-03http://hdl.handle.net/10362/178578Young consumers are one of the most educated and conscious consumer segments, especially when it comes to skincare. New technology is now starting to disrupt the industry and shapes how young consumers relate towards skincare brands. This research examines how integrating new technology impacts brand equity among young European skincare consumers, using the Diffusion of Innovations Theory, Technology Acceptance Model, and persona development. Findings show that new technology boosts brand equity, and the study highlights the importance of clear communication and high product efficacy for building trust. Managerial implications emphasise tailored marketing strategies and robust R&D investments.engYoung consumersBrand equityTechnologyPersonasCEMS MIMmaster thesis203725158