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Maybelline: Korean beauty ideals
Admap, China supplement, March 2012, pp. 30-31
L'Oréal China's Maybelline brand hit a major hurdle with the late entry of its BB cream into the Chinese market.
L'Oréal China's Maybelline brand hit a major hurdle with the late entry of its BB cream into the Chinese market. The market was already saturated by Korean brands that had associated the concept of real Asian beauty with Korean brands. On top of this, a fascination with Korean dramas had created a wave of girls wanting to copy the style of Korean celebrities, in particular a style known as the 'nude look', which used a BB cream as its base. The Korean nude look was far removed from Maybelline's traditional New York style so the challenge for Maybelline was to gain credibility and get to the heart of the online conversation.
Microsizing: The Smaller, the Better
The Futures Company, Yankelovich MONITOR Minute, March 2008
This 2008 article explores the shared contemporary consumer desire to "think small". This trend can be seen in the popularity of brands including the Mini and the iPod Nano.
This 2008 article explores the shared contemporary consumer desire to "think small". This trend can be seen in the popularity of brands including the Mini and the iPod Nano. Some consumers are consciously downsizing their purchases due to a philosophical opposition to consuming too much, while others are influenced by lifestyle factors such as the need to stay slim. Brands can leverage this sentiment by offering "small" sizes, or by highlighting the aesthetic appeal of the miniature.
Me, Amateur "M.D."
The Futures Company, Yankelovich MONITOR Minute, February 2008
This article explores the increasing control U.S. consumers are taking more of their own healthcare choices, instead of relying on professionals (doctors) for guidance.
This article explores the increasing control U.S. consumers are taking more of their own healthcare choices, instead of relying on professionals (doctors) for guidance. This "self-directed care" has come about, in part, through the easy access to health information provided by the internet. With this proliferation of data has come a degree of consumer confusion over which information sources are most appropriate or trustworthy. Consumers need a "helping hand". Therefore, healthcare-facing brands should work to become a trusted provider of information; employers should also guide employees on which resources they should use to manage the information.
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