This article examines the archetypal brand positioning in the deodorant industry for men in Germany. It is based on the hypotheses that brand positioning follows archetypal principles and that the brands address either very similar or very different archetypes. A new positioning model is...

New technologies have challenges to overcome when applying it to new products. New products depend on the technological and market novelties. Therefore, the term product innovativeness is defined as the technological and market degree of novelty. For several industries, the nanotechnology has...

This study was conducted to ascertain the relationship between the females' in-store purchasing decision process and the promotional mix. Two cosmetic salesmen groups were interviewed by using focus group interview technique to understand females' buying decision process with in-store...

"This paper focuses on the emerging issue of plastic particles in personal care and cosmetic product (PCCP) formulations as a possible source of micro-sized plastic litter. Known as ‘microbeads’, when used in PCCPs, these microplastic ingredients are solid materials that fall under the...

This book offers a cross-cultural comparison of French and British cosmetics advertisements and explores how the discourse of beauty advertising represents ideas about femininity in French and English language contexts. As the global beauty industry expands and consumers become more critical of...