Abstract:

An intrinsic part of branding is the need for emotional connections with target consumers. This is intensified when it comes to the beauty and personal care categories (like make-up), since many women consider cosmetics crucial for things such as confidence, self-esteem and strength. Make-up helps to reinforce the woman's individuality, identity and to define their space within family, work and society as a whole. Understanding what items women carry in their "beauty bag" and the specific moment when they use these items, can help highlight new business opportunities while also identifying trigger points for empowerment. This session covers the Latina's emotional relationship with make-up through a case study with Avon, and provides a deep understanding of the associated branding issues.