BEAUTY PRODUCTS
The beauty industry has become an important sector worldwide. There are many leading brands in the industry, and they all have different strategies to target different segments. Neutrogena, for example, has a solid reputation in targeting young adults with its anti-aging products and clear “Fresh and Clear” campaigns. (Mackay 2009). Olay on the other hand, has been focusing its anti-aging products, and campaigns called “Ageless”, to target older women (Appel 2017). Similarly, the haircare brand Garnier has gone for a slightly younger audience with its “Fructis” products and campaigns that focus on hair styling and coloring (Mackay & Appel, 2020). Meanwhile, the haircare brand Pantene has chosen to target both younger and older women with its “Strong is Beautiful” campaigns (Mackay & Appel, 2020). The different strategies show how beauty brand leaders are targeting various market segments. Cont…
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