Biolage R.A.W. is a professional haircare brand launched in 2017, in Portugal. The brand is taking its first steps into the Portuguese market and facing a lack of awareness about high-end natural products along with facing challenges pricing in this segment. This case encourages students to discuss how Biolage R.A.W. can come up with a launch strategy in a market where the brand name is unknown, and the price of the products is regarded as high by the target consumer
