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Publication Detailed Description
THE MARKET IS CALLING FOR BIOLAGE R.A.W
Journal/Book/Other Title
SAGE Business Cases
Year (definitive publication)
2019
Language
English
Country
United Kingdom
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Abstract
Biolage R.A.W. is a professional haircare brand launched in Portugal in 2017. It uses natural ingredients in the composition of its products, providing a sensorial experience, without neglecting professional treatment. Although Portuguese citizens—particularly Millennials—have a positive attitude toward natural and sustainable products, they tend not to purchase such products, particularly within the category of haircare. Portuguese consumers do not attribute enough value to this product to justify a premium price.
Within a limited budget, Biolage R.A.W. seeks to increase awareness of its brand, encouraging consumers to pay a premium for a natural and sustainable product while establishing a communication strategy target for natural products.
Acknowledgements
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Keywords
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
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