Veet fait croire aux Chinoises qu’elles sont trop poilues

Importer une crème dépilatoire dans un pays où la pilosité n’est pas un problème majeur peut causer des soucis en termes de vente. La marque Veet semble avoir trouvé la parade pour remédier à ce problème… en Chine.

Faire croire aux Chinoises qu’elles sont trop poilues

Dans un pays où les femmes sont peu poilues et où celles qui le sont n’y prêtent aucune attention, il semble difficile de parvenir à vendre un produit dépilatoire. Au lieu de se retirer d’un marché qui n’a vraisemblablement pas besoin des produits de sa gamme Veet, le groupe Reckitt Benckiser a compris que là où un besoin n’existe pas, il suffit de le créer.

L’entreprise, pour vendre ses produits dépilatoires, a choisi d’associer dans sa campagne de promotion l’idée qu’une peau sans poils est un signe de bonne santé et de confiance en soi créant ainsi, dans l’esprit des chinoises, une phobie du poil et donc la nécessité de les retirer rapidement.

Une technique qui fonctionne !

Ce qui compte “Ce n’est pas la quantité de poils que vous avez, c’est combien vous pensez en avoir”, a déclaré Aditya Sehgal, chef de la compagnie en Chine.

En encourageant la phobie du poil dans l’esprit des chinoises, le groupe britannique Reckitt Benckiser réussit un tour de force et parvient à vendre 20% de produits dépilatoires en plus cette année. La vente des produits de la gamme Veet dépasse donc à l’heure actuelle la vente de rasoirs pour femmes de 50% en Chine.

Notre société diffuse déjà l’idée qu’il n’existe qu’un type de beauté pour les femmes, celle diffusée par les magazines féminins. Ce modèle de beauté uniforme est-il en passe de servir de base à la promotion de produits de beauté ? Espérons que les générations d’adolescentes influençables sauront faire preuve de suffisamment de maturité pour ne pas se laisser embrigader par un discours dont le but n’est pas l’utilité d’un produit mais sa vente forcée par une manipulation psychologique.

Source : Businessweek

Crédit photo : Keith Bedford / Bloomberg

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