Hair and cosmetic products in the Japanese market

Date of publication: November 1, 1996

Company: SORGEM IMR

Abstract:

The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, in order to respond precisely to consumer expectations arising from unique cultures and particular behaviour. We will show how it is necessary to understand a culture well in order to have a precise marketing eye, and how such information can be gathered.

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