Promises of Authenticity in the Health and Beauty Aisle

The Petit Marseillais Case

von Alicia Antonuccio

72 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Eastpak, Louis Vuitton, Moulinex. These brands have one thing in common: they are authentic. How can a single concept define such different brands? What is authenticity? And more specifically, what "makes" a brand authentic? Noting the rise of "authenticity" as a component of brand communication, we wanted to find out whether brand authenticity truly exists, or if it is merely an advertising gimmick. What struck us is that, by definition, authenticity is the rejection of any commercial relationship. A brand cannot, therefore, be authentic, but it can always present itself as such in the minds of its consumers. We chose to study the authenticity of the Le Petit Marseillais brand. Its advertised origin differs from its actual origin because Le Petit Marseillais's factories are located... in Dijon. Furthermore, unlike brands perceived as authentic in this sector (L'Occitane, Lush), Le Petit Marseillais is sold in supermarkets. How does the brand manage such a paradox between its positioning and the reality of its products?

• Themen: Lexika Bibliotheks- und Informationswissenschaften / Museumskunde
• ISBN: 9786630432619
• Sprache: Englisch
• Erscheinungsdatum: 23.09.2026
• Größe: 220 x 150 mm
• Verlag: Our Knowledge Publishing