Case study: the market is calling for Biolage R.A.W

Which one of us never noticed the emerging trend of natural products? The presented case study aims to study the increasing demand for natural and organic cosmetics and how can Biolage R.A.W. leverage from it. Biolage R.A.W. is a natural professional haircare brand taking its first steps in the Portuguese market. The brand is already facing a lack of awareness which, alongside with the higher prices of its products can leave the brand more exposed. So, how can Biolage R.A.W. come up with a launch strategy to solve these main problems? To better understand the market and brand, an exhaustive qualitative and quantitative analysis was developed that allowed to draw some primary conclusions: Millennials are the healthy beauty products generation and are willing to pay more for natural products. Regarding the launch communication strategy, Biolage R.A.W should follow an integrated communication strategy, using different communication options, creating synergies, to obtain different outcomes in a more cost-efficient way. Taking into consideration millennials’ characteristics, online platforms and e-influencers should take a big part of the brands’ communication. Although recent in the market, Biolage R.A.W. can easily be aware of the growing demand for natural cosmetics and take it as an opportunity to develop and expand the brand. In this case study is clear that the brand has four large strategic core areas to develop, of which two are remarkable for their potential for expansion: distribution channels and innovation. The brand must in the future explore new distribution channels such as natural supermarkets and prioritize a brand extension at the product and category level by launching a line of natural dyes for the hair.Quem de nós nunca notou a tendência emergente de produtos naturais? O estudo de caso apresentado visa estudar a crescente procura por cosméticos naturais e orgânicos e perceber como pode Biolage R.A.W. beneficiar com isso. Biolage R.A.W. é uma marca natural de cuidados capilares profissionais naturais que está atualmente a dar os primeiros passos no mercado português. Enfrenta já alguma falta de awereness que, juntamente com os preços altos praticados quando comparados com os seus concorrentes, a deixam mais suscetível a eventuais. Então, como pode Biolage R.A.W. encontrar uma estratégia de lançamento para resolver esses principais problemas? Para entender melhor o mercado e a marca, uma análise qualitativa e quantitativa exaustiva foi realizada de forma a retirar algumas conclusões principais: os millennials são uma geração de produtos de beleza saudáveis e estão dispostos a pagar mais por produtos naturais. Em relação à estratégia de comunicação de lançamento, Biolage R.A.W deve seguir uma comunicação integrada usando diferentes opções de comunicação, criando sinergias para obter diferentes resultados e de forma eficiente. Tendo em consideração as características dos millennials, as plataformas on-line e os influenciadores digitais devem ter parte fulcral da comunicação da marca. Embora recente no mercado, Biolage R.A.W. pode facilmente estar ciente da crescente procura por cosméticos naturais e encará-la como uma oportunidade para desenvolver e expandir a marca. Neste estudo de caso fica claro que a marca tem quatro grandes áreas estratégicas principais para desenvolver, das quais duas são notáveis pelo seu potencial de expansão: canais de distribuição e inovação. A marca deve, no futuro, explorar novos canais de distribuição, como os supermercados naturais, e priorizar a extensão da marca ao nível do produto e categoria, lançando uma linha de coloração natural para o cabel

Ethics and the fashion industry in West Europe

The question of ethics is about determining concepts of right and wrong human action. There are a number of ethical controversies in relation to the industries that dress the visible self, especially clothing, shoes, accessories and skincare industries. The most important are, firstly, representations of idealized gender and body images, secondly, fakes and counterfeits of branded goods, thirdly, working conditions, fourthly, environmental impact and sustainability, and fifthly, animal rights. In a strict philosophical sense, these issues cannot be said to be purely moral because they overlap with political, social, legal, economic and environmental concerns. But they are problems that have been cast in terms of right and wrong behaviour from the point of view of West European industries and consumers. Because both consumption and production of dress are highly globalized these debates in West Europe are not qualitatively different from those of other highly developed regions. Many ethical problems, campaigns and monitoring issues are distinctly transnational because both consumer markets and production systems are highly globalized. It is a paradox that while many consumers have a positive involvement with clothing in terms of emotional attachment and identification, they also tend to have a distinctively negative image of the industry behind. In fact, there is a widespread cynicism about the fashion industry

“He wouldn’t be seen using it…” a critical examination of the influence of men’s facial skincare on male identity

This thesis presents the results of an empirical study investigating the use of facial skincare products by men in the UK. It examines the under-researched area of how men negotiate facial skincare usage in terms of masculine identities. Men’s facial skincare remains a ‘culturally sensitive’ area (Hall, 2015). The existing literature on various types of ‘capital’ (Bourdieu, 1979) does not adequately describe the cultural and social benefits for men using facial skincare products to improve their appearance. Furthermore, ‘gender capital’ (Bridges, 2009) fails to explain sufficiently how men protect their sense of masculine identity whilst using a potentially feminising product. The research explores the consumption of a diverse range of products within this growing sector of consumption that supposes men should seek to improve their overall body image (Cornwall et al., 2016). The study offers an insight into how modern men relate to products that were previously positioned in relation to women’s beauty. The research adopts a social constructionist approach. Firstly, a framework based on the approaches of Williamson (2002) and Van Leeuwen (2005) for semiotic analysis is developed and used to illustrate the various signifiers of masculinity applied by advertisers for audiences. The second stage of the research is focussed on qualitative interviews and the first of two focus groups with men about their responses to advertisements for male skincare products and their feelings about male skincare and masculine identities in the 21st Century. Final stage data collection explores how pressures on appearance informs identity ideals involved interviews with younger males supplemented by a focus group. In addition, industry representatives express their views in a series of interviews in order to provide a means by which to understand current trends and issues surrounding men’s facial skincare products. Key findings from this study highlight how men escape accusations of being vain or effeminate whilst using a product that retains a feminine inference. The reliance on women to guide decision-making provides a context that enables men to preserve their male identity by distancing themselves from seeming to be overtly interested in a ‘beautifying’ product. The contested concept of ‘hegemonic masculinity’ (Connell, 1995) and Cooley’s (1902) ‘looking glass’ analogy are brought together through the concept of ‘looking glass capital’ to illustrate how men who use facial skincare products benefit from an improved appearance and how they go about protecting gender ideals

A Study of Brand Loyalty and it's Effect on Buying Behaviour In Case of Selected Cosmetics Products in the State of Gujarat

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L'Oréal Professionnel Homme: redefining the market with a new extension

The market for beauty and personal care has been target of much attention for several years; however, nowadays, the attention has been more directed particularly to the male beauty and personal care market. This market has grown rapidly since men began to be more concerned about their appearance and that society has stopped to be so judgmental about men taking care of themselves, making them more opened to go to hair salons and use beauty and aesthetics services. This new trend has led brands to invest in the professional male market, which was the case of L'Oréal Professionnel Homme, a professional brand (inserted in L’Oréal Company) that is exclusive for men. This brand has created a line of products especially for men’s hair, to be sold in hair salons and barber shops. Findings from personal research provided evidences about what men need and want in salons and barber shops. So, throughout this case study it is given to students and professionals of this area the necessary tools to extend the existing LPHomme hair care range of products to a new segment: beard. Those tools will also allow them to create a suitable communication campaign, in order to promote the extension. Having said that, it was also developed an extensive research on brand extensions. This research will support the target of this case study with a valuable and practical tool about the topic of extensions, making them more capable of applying it to the LPHomme brand. As previously stated, this thesis, presented as a case study, has the purpose to support students and professionals in certain contexts of their academic and/or professional careers. Giving them a real life case of a multinational company and providing information on an industry that is evolving at a rapid pace

Women in Wartime

Picture Post magazine was made famous by its pioneering photojournalism, which vividly captured a panorama of wartime events and the ordinary lives affected. This book is the first to examine this fascinating primary source as a cultural record of women's dress history. Reading the magazine's visual narratives from 1938 to 1945, it weaves together the ways in which design, style and fashion were affected by, and responded to, the state of being at war - and the new gender roles it created for women. From the working class of Whitechapel to the beach sets of the Bahamas, and from well-heeled Mayfair to middle-class New York, Women in Wartime takes a wide-angled lens to the fashions and lifestyles of the women featured in Picture Post. Exploring the nature of femininity and the struggle to be fashionable during the war, the book reveals critical connections between clothing and social culture. Drawing on a unique range of photographs, Women in Wartime presents a living history of how women's clothing choices reflect changing perceptions of gender, body, and class during an era of unprecedented social change

Investigating the educational psychologist's support to parents and teachers of the adolescent with acne

The purpose of this study was to develop guidelines to enable the members of acne sufferers' support networks to become better sources of practical, emotional and social support. A literature study and an empirical investigation were done to investigate which factors could enable members of the acne sufferer’s support network to become better sources of support. A questionnaire was developed as an aid to identify the perceptions and emotions of acne sufferers, which was published on a website, (www.acnediaries.co.za) specifically designed for this purpose. Two semi-structured interviews with acne sufferers were also done to enrich the findings. Results of the study identified several guidelines for parents, teachers, siblings, friends and boyfriends or girlfriends of acne sufferers to enable them to give support to teenagers suffering from acne.Further Teacher EducationM. Ed. (Guidance and Counselling