Publication: Análisis del reciente caso de Isdin denunciado por la OCU y propuesta estratégica para reposicionar la marca
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2019-09-27
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Abstract
Actualmente el sol ha cambiado y se prevé que las radiaciones solares, poco a poco, sean cada vez más agresivas. Nos encontramos con un sol más intenso y perjudicial para nuestra piel, donde las marcas de protectores solares deben ofrecer plena transparencia en la indicación de su factor de protección solar, avalando la seguridad de sus cremas ante todas las personas y creando soluciones adaptadas a las nuevas necesidades que nos puede generar nuestro entorno cambiante. En este proyecto nos centraremos en el análisis del caso de los protectores solares de ISDIN, poniendo especial foco en el informe emitido por a OCU el pasado mes de mayo, donde se acusa a la marca que “Isdin Fotoprotector Pediatrics Transparent Spray SPF 50+”, indica un SPF (Factor de Protección Solar) más alto del que realmente ofrece al consumidor. El objetivo es analizar el caso y el estado actual de la marca, para reposicionarla.
Currently the sun has changed and solar radiation is expected, little by little, be more and more aggressive. We find a more intense sun and harmful to our skin, where the brands of sunscreen should offer full transparency in the indication of its sun protection factor, giving the safety of your creams to all people and creating adapted solutions to the new needs of our changing environment. In this project we will focus on the analysis of the case of ISDIN solar protectors, specifically in the report issued to OCU last May, where the OCU accuses the brand that “Isdin Photoprotector Pediatrics Transparent Spray SPF 50+”, indicates an SPF (Sun Protection Factor) higher SPF than is really offered to the consumer. The objective is to analyze the case and the current state of the brand, to reposition it.
Currently the sun has changed and solar radiation is expected, little by little, be more and more aggressive. We find a more intense sun and harmful to our skin, where the brands of sunscreen should offer full transparency in the indication of its sun protection factor, giving the safety of your creams to all people and creating adapted solutions to the new needs of our changing environment. In this project we will focus on the analysis of the case of ISDIN solar protectors, specifically in the report issued to OCU last May, where the OCU accuses the brand that “Isdin Photoprotector Pediatrics Transparent Spray SPF 50+”, indicates an SPF (Sun Protection Factor) higher SPF than is really offered to the consumer. The objective is to analyze the case and the current state of the brand, to reposition it.