Convincing Women in China They're Too Hairy

摘要

When Reckitt Benckiser Group brought its Veet hair-removal cream to China in 2005, sales were sluggish. Its prices were considered too high and its product sizes too large. But the biggest problem: Most Chinese women don't have much body hair, and those who do didn't worry about it. So the company embraced a new marketing plan.Reckitt Benckiser rolled out ads equating hair-free skin with health, confidence,and "shining glory."