How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis

This individual report aims at making recommendations on how to build a successful digital campaign to communicate Fructis’ new positioning to Millennials. The most relevant digital practices of hair care brands in the Portuguese market were analyzed as well as the digital efforts of the best performing brands in the international hair care market. It was concluded that, in order to successfully engage Millennials, Fructis should focus its digital campaign on digital influencers and social media. Moreover, Fructis should adopt an authentic and natural communication so that Millennials can trust in the brand and as a consequence favour it