Turning subtle cultural shifts into big opportunities
Japanese women have been developing increasingly independent notions of self and home. The field research for Nippon Lever pointed to the need for a number of new concepts for personal and home care products that support Japanese women as they redesign their long-standing cultural traditions. The specific strategy was based upon a typology of new consumer motivations: from "gaman" (obligation to others) to "self-sewa" (self-care). This opened up new categories of products, positionings, and brands. |
