Change the advertising
that competitors don’t use
Add new advertising to male market
Emphasis of perfume’s durability
Change the form of AD
- TV budgeting
- CATV budgeting
- Internet budgeting
- Total Budget
INTRO
1998.06 opening the first beauty shop for “men”
Only beauty shop approved as venture company in beauty industry
Recorded on Guinness book( the largest franchise in shortest time)
Over 910 shops in Korea
Company will form a technological guidance team that will visit the affiliate store and carry out technology training by working together
• In 2002, Dove became a master brand and went from a beauty bar to a beauty brand. In order to encompass all its products under one message, Dove created the Campaign for Real Beauty and invited participation.
• Dove's Campaign has been a huge success thanks to YouTube where Dove has advocated for unconventional beauty and self-esteem. Traditional media and consumers have joined in
1. 서론
건강한 머리는 헤어스타일을 통해 개성 표현의 중요한 소재가 된다. 예쁘고 윤기나는 머리는 아름다움의 상징이다. 미세먼지 등 대기오염과 공해물질 등 외부요인과 스트레스, 식습관 등 내부요인으로 두피와 모발손상을 호소하는 사람들이 늘고 있다. 또 헤어드라이기 매직아이롱 사용과 잦