Olay Men – Launch in France
French population is paying more attention to its appearance. Based on our questionnaires, which choose different people from different age groups, and other document analysis, we found some attractive phenomena that can contribute to marketing strategy of OLAY in France. We start from consumer insights.
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According to the secondary data from NIELSEN website, we found that in recent years, there is a low growth in innovation and a high standardization in skin-‐care products for women markets. On the contrary, skin-‐care for men is an emerging industry in growth stage. With the increasing needs of skin-‐care products for men, the supply falls short of demand, which means the market is quite potential. In terms of the distribution, 46.7% of our male respondents choose to purchase the skin-‐care products in supermarkets while none of them purchase the products on the Internet. However, 21.2% and 27.3% of female respondents purchase in pharmacies and special stores (e.g. Sephora) respectively. This discrepancy is resulted by the different budgets of