Análisis comparativo de las estrategias publicitarias utilizadas por las marcas de cosméticos para dirigirse a dos generaciones de consumidores: baby boomers y generación z

The general objective of this investigation was identifying the advertising strategies used by the cosmetic category to address two generations, baby boomers and generation z. To do so, there was three type of analyzes: point of purchase, in- depths interviews and advertisements that was done so by...