Essays on Whitening

How Women’s Preferences for Cosmetic Products Vary from Country to Country

Cosmetic and beauty products vary from market to market because of preference; noting there isn’t a “one-size-fits-all” when it comes to beauty and cosmetic products. Each market has its own aspirations since consumers are sensitive to their local and cultural values. In China, women are more focused on skin whitening products; this is because the Chinese believe skin whitening is linked to affluence. In Japan, ladies have a preference for solid foundation rather than the liquefied one; face cleansing products are also a huge thing in Japan. In Brazil, most women focus on hair products as opposed to ...

What is the case statement? What decisions does P & G need to make?

The Procter and Gamble Company has to revise its advert if it is to make a positive impact in the market. The proposed ‘Mumbles’ advert is comparative and implies negative notions on the use of Colgate and Palmolive’s ‘Simply White’ product. This form of advertising, is also involuntarily shifting the viewers’ attention to the rivalry between the two companies: when the objective, and this is an educative guess, is to show the brand’s prowess over the rival’s brand. P&G, therefore, needs to revise its advertisement approach towards a more positive and more product oriented approach. P&G ...

The case study ‘Brighter Smiles for the Masses-Colgate vs. P&G, focused on the working mechanics by the two American consumer giants, on how to connect with the target market and strategically outdoing the competition.

The following are the case analysis and answers to the questions pertaining to the case study.

What is the case statement? What decisions does P & G need to make? The case statement is the introduction of Crest Whitestrips by P&G that revolutionized the oral care market, by allowing the consumers to whiten the teeth in the convenience of their home and the inception of a new category that became a cash cow for P&G in the tune of millions of dollars, ...