Abstract
In part one, we will see that the French marketing campaign of the product 'Nivea for Men' needs to be adapted to the Cypriot market so that the market perceives the benefits of this product and use it. In fact, this communication did not consider the macho aspect of the Cypriot society and the low consumption of cosmetic products by men on the island.
Concerning the product, the gel wake-up Q10 is an Ultra Light Gel containing Coenzyme Q10 which reduces signs of fatigue, and peppermint extract that revitalizes the skin instantly.
This product:
- Refreshes the skin for a 'wake-up' effect.
- Reactivates the natural process of cell renewal.
- Penetrates instantly: no fat, not sticky.
In the second part, the report will follow some of the steps established by Rowley (2006, p125, appendix1) to build a new marketing communication campaign, in order to give many recommendations to adapt the communication of the product 'Nivea for Men gel wake-up Q10' for the Cyprus market.
