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Marketing Matters: Changes Bring Opportunities

By: Liz Grubow
Posted: January 9, 2009, from the January 2009 issue of GCI Magazine.

page 4 of 4

Communication between brands and consumers will need to be guided by sensitive, individualized approaches rather than by casting a net to all women over age 50.

Addressing the specific conditions of menopausal skin will further increase market fragmentation and shift even more mass marketing to mass customization. Targeting this fast-growing segment with multiple-benefit products that increase the value of antiaging skin care products by helping to address conditions of menopausal skin is a wise strategy; however, the strategy needs to be coupled with a nomenclature format that is considerate to personal and cultural sensitivities.

Liz Grubow is vice president, group creative director of the LPK Beauty Group. Throughout her 20-plus year career, she has led brand identity programs for global beauty brands, including Pantene, Olay, Max Factor International and Cover Girl. Grubow lectures and consults on regional and global branding issues in the categories of skin care, hair care and beauty in North America, Asia and Latin America. She also frequently authors articles for the Design Management Journal and Global Cosmetic Industry magazine. Grubow has been recognized internationally by the prestigious London International Advertising Awards for Design and has been bestowed with the Procter & Gamble CEO Design Award.