Branding of made in Ghana skin care products on Social media a study of selected brands (2)

Abstract

The study examines the branding strategies of made-in-Ghana skincare products on social media platforms, particularly Instagram. It explores how local brands utilize branding to distinguish themselves in a competitive global market that values not only the quality and effectiveness of skincare products but also the storytelling and cultural heritage they embody. The research identifies a significant opportunity for Ghanaian brands to leverage their unique cultural and natural resources to enhance brand recognition and consumer engagement worldwide. Ghana's skincare industry is ripe for growth, driven by an abundant supply of local ingredients like shea butter and moringa oil, known for their beneficial properties. These ingredients not only provide a competitive edge but also appeal to global consumers looking for natural and sustainable products. Despite the potential, the study reveals challenges such as consumer skepticism towards local quality and branding practices. Through qualitative analysis of social media content and interactions, the research highlights successful strategies and areas needing improvement, offering insights that could help local brands capitalize on their strengths and overcome market barriers. This study contributes to the understanding of digital branding within the Ghanaian context and proposes strategic recommendations for enhancing the global appeal and competitive stance of local skincare brands through effective use of social media marketing.