Sanitary chic

Sanitary chic

With little product differentiation between feminine-care products, manufacturers are increasingly reliant on advertising to boost sales. Product allegiance is formed during the teenage years and marketing has to appear "hip, current and responsive" to obtain loyalty from a very fickle age...

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Veröffentlicht in:Print 2001-09, Vol.55 (4), p.62-67
1. Verfasser: Kaye, Joyce Rutter
Format: Magazinearticle
Sprache:eng
Schlagworte:
Advertising
Commercials
Females
Health & beauty aids
Hygiene
Individualized Instruction
Marketing
Personal grooming
Product differentiation
Women
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description With little product differentiation between feminine-care products, manufacturers are increasingly reliant on advertising to boost sales. Product allegiance is formed during the teenage years and marketing has to appear "hip, current and responsive" to obtain loyalty from a very fickle age group. The feminine-care market has had to overhaul its approach, by moving away from the clinical overtones and emphasis on practical elements of the products, and introducing humour, sensitivity and emotional appeal. The article looks in detail at campaigns by Kimberly-Clark and Tampax.
format Magazinearticle
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source Business Source Complete; EBSCOhost Education Source
subjects Advertising
Commercials
Females
Health & beauty aids
Hygiene
Individualized Instruction
Marketing
Personal grooming
Product differentiation
Women
title Sanitary chic
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