Abstract
This study delves into the application of sensory branding in Japanese men’s cosmetics (including skincare and color cosmetics) following the growing metrosexual market segment. A qualitative study was carried out to provide a generic snapshot of the application of sensory and emotional branding strategies in men’s cosmetics among Japanese male consumers; their perceptions, experiences and reasons that drove their consumption decisions. The study also reflected that consumerism can develop from popular (and traditional) culture. The findings indicated that sensory branding has not been fully exploited by men’s cosmetics, hence, there is plenty of room for corporations and brands to work on and develop strategies to fully capture the market
Paper version not known (
Free)
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
