Through globalization, the economic growth has been realized in the leading sectors of the economy. One of the sectors that are highly affected by the economic integration and liberalization is the fashion and beauty industry. Therefore, given the intensity of the competition in this industry, it is important for all the firms in the industry to undertake an extensive marketing communication campaign in order to remain competitive and break-even in the industry amid these competitions. The success of Lancôme male skin care is founded on how well the organization conducts the promotion of its skin care products for both males and females. This calls for intensive marketing promotion among the desired and potential consumers.Lancôme male skin care therefore has no choice but to invest heavily on marketing through communication by reaching out to its potential customers in order to achieve market dominance and leadership. The main objective of marketing communication is to build brand image of the skin care products of Lancôme male skin care among the consumers and to increase the volume of sales and hence revenue that is enough to drive the organization forward and remain competitive in the industry despite the stiff competition brought about by globalization and economic liberalization. Besides, it is important for Lancôme male skin care to conduct extensive market communication so as to retain its current customer based other part attraction new customer to love its products. The marketing communication campaign is a strong show of popularity and winning the loyalty of potential customers.Lancôme male skin care has allocated substantial amount resources to conduct marketing promotion and campaign. Although the founder of Lancôme male skin care did not invest in marketing communication, the organization later realized the need to popularize its luxury skin care products through marketing communication. The company diversifies its marketing communication promotion strategy by seeking all the alternative promotional and marketing methods. Lancôme male skin care communicates the value of its luxury skin care products through sales promotion, advertising, direct marketing, personal selling, publicity and public relations.The first communication strategy deployed by Lancôme male skin care in popularizing and promoting its products is advertising. Advertising is the most popular method of marketing
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