Case Study A Changing Cultural Trend Think Critically CHAPTER 19 6/1/2018 Case Study A Changing Cultural Trend Think Critically 1. Why are males purchasing more cosmetic products? 2. How might the current cosmetic trends become targets for deceptive trade practices? 3. How has the cosmetic industry successfully entered a market that previously held a macho image? 4. How has society influenced the cosmetic industry for men? Chapter 3

PERFORMANCE INDICATORS EVALUATED CHAPTER 19 6/1/2018 PERFORMANCE INDICATORS EVALUATED Understand the local target market and its projected response to the product. Analyze the market potential. Develop a plan to take advantage of market opportunities. Demonstrate a teamwork approach to this project. Demonstrate critical thinking and problem-solving skills. Communicate the plan effectively to appropriate stakeholders. Chapter 3

CHAPTER 19 6/1/2018 THINK CRITICALLY Why is it challenging to market men’s skincare products? What theme could you use in your promotions to grab the attention of the target market and persuade them to purchase the new men’s skincare products? What techniques would you suggest that the drugstore use to capture the interest of the target market? Chapter 3