How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis

Detalhes bibliográficos
Autor(a) principal: Schütze, Corina Juliane Maria
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/25425
Resumo: This individual report aims at making recommendations on how to build a successful digital campaign to communicate Fructis’ new positioning to Millennials. The most relevant digital practices of hair care brands in the Portuguese market were analyzed as well as the digital efforts of the best performing brands in the international hair care market. It was concluded that, in order to successfully engage Millennials, Fructis should focus its digital campaign on digital influencers and social media. Moreover, Fructis should adopt an authentic and natural communication so that Millennials can trust in the brand and as a consequence favour it.
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spelling How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of FructisNatural ingredientsPerformanceAuthenticityAspirationDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis individual report aims at making recommendations on how to build a successful digital campaign to communicate Fructis’ new positioning to Millennials. The most relevant digital practices of hair care brands in the Portuguese market were analyzed as well as the digital efforts of the best performing brands in the international hair care market. It was concluded that, in order to successfully engage Millennials, Fructis should focus its digital campaign on digital influencers and social media. Moreover, Fructis should adopt an authentic and natural communication so that Millennials can trust in the brand and as a consequence favour it.Silveira, Catherine daRUNSchütze, Corina Juliane Maria2020-01-20T01:30:32Z2017-01-202017-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/25425TID:201714140enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:13:22Zoai:run.unl.pt:10362/25425Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:28:16.841457Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis
title How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis
spellingShingle How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis
Schütze, Corina Juliane Maria
Natural ingredients
Performance
Authenticity
Aspiration
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis
title_full How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis
title_fullStr How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis
title_full_unstemmed How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis
title_sort How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis
author Schütze, Corina Juliane Maria
author_facet Schütze, Corina Juliane Maria
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Schütze, Corina Juliane Maria
dc.subject.por.fl_str_mv Natural ingredients
Performance
Authenticity
Aspiration
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Natural ingredients
Performance
Authenticity
Aspiration
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This individual report aims at making recommendations on how to build a successful digital campaign to communicate Fructis’ new positioning to Millennials. The most relevant digital practices of hair care brands in the Portuguese market were analyzed as well as the digital efforts of the best performing brands in the international hair care market. It was concluded that, in order to successfully engage Millennials, Fructis should focus its digital campaign on digital influencers and social media. Moreover, Fructis should adopt an authentic and natural communication so that Millennials can trust in the brand and as a consequence favour it.
publishDate 2017
dc.date.none.fl_str_mv 2017-01-20
2017-01-20T00:00:00Z
2020-01-20T01:30:32Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/25425
TID:201714140
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identifier_str_mv TID:201714140
dc.language.iso.fl_str_mv eng
language eng
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instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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