Media support helps Porcelana
RANCHO DOMINGUEZ, Calif. - Marketing is overriding merchandising in the case of one ethnic health and beauty aid, Porcelana medicated fade cream.
While retailers do not even stock the skin lightener in their ethnic departments, homing it instead with other creams and lotions, it is being successfully supported by its manufacturer, Dep Corp., with a mixed-media advertising campaign specifically directed at black women.
"Studies prove that, as with other special ethnic market segments, black consumers tend to support advertisers that recognize and support them through media specially targeted to their needs and lifestyles," …
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