How We Grow

2020 May/June How We Grow

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AROUND THE WORLD reminding mothers to give almonds to their children, one for working men and another for working women to encourage their own consumption of almonds. The campaign is being aired in all Indian states, excluding Kerala and the North Eastern States. China's magical connection between beauty and almonds While the industry has seen an uneven trade landscape and reduced shipments to China, the market is still the third largest export market for California almonds at 128 million pounds. 2 As such, the Almond Board believes China remains an important long-term growth market for the industry. In terms of Chinese consumer qualities, Chinese women are never off the clock when it comes to beauty. Whether they're at work or spending time with friends, they are always on the hunt for new products or techniques to improve their skin's appearance and overall beauty. In the era of the "She Economy," a phrase that refers to the influence females have on the overall Chinese market due to their rapidly increasing buying power, female consumers are spending more time and money on beauty products, a trend that doesn't appear to be slowing down anytime soon. The Almond Board's new advertising campaign in China, which launched in November 2019, expresses the beauty benefits of almonds by depicting them as being the "Magical Hands" that support females in their effort to achieve more radiant skin. The target audience for this campaign is females ages 25–45 who live in Beijing, Shanghai and Guangzhou, all of which are larger cities within the People's Republic of China. China Advertising: ABC's new advertisements in China not only depict "Magical Hands" – a.k.a. almonds – working to improve the radiance of women's skin, but also show the nut itself as being beautiful in all its forms (in-shell, almond blossoms, etc.). 2 Almond Board of California. July 2019 Position Report. Continue on page 15 Almond Board of California 14

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