Abstract:

The unique cultural values prevalent in Russia have a deep impact on the appeal of prestige perfume brands to Russian female consumers: a 'premium segment' that has been introduced just twenty years ago. This presentation describes how Russian women look at brands through the prism of their particular values. Now that a period of exceptional growth in the Russian market has come to an end, 'second-era marketing' would certainly benefit from the knowledge of how to better accommodate Russian market and consumer particularities rather than relying on a 'universal' implementation.