THE CHALLENGE OF NEUTROX IN THE BRAZILIAN HAIR CARE MARKET.

Dilemma: The case presents the dilemma of Neutrox's Marketing and Innovation Manager, who needs to strengthen the relationship with a younger audience throughout Brazil, in the mission of rejuvenating the brand, without leaving aside the democratic character of the company and its knowledge and penetration in a higher age group. Educational Objective: The main objective of the Neutrox case is to encourage students to reflect on possible solutions so that the brand in question can solve its problem of growing sales through implementation in the national territory. Contextualization: The case portrays the journey and professional challenge experienced by Stephanie Lozano, Marketing and Innovation Manager at Neutrox. The protagonist faces a highly competitive market, which contains global players with very high investment capacity, but which at the same time has good opportunities for performance and profitability. Main Theme: The investigation is a theoretical reflection that uses the teaching case methodology, which creates conditions and situations that require real managerial resolutions on the part of students, to experience the difficulties and consequences of their actions when managing a business. Audience: The case can be applied to professional/technical courses, as well as undergraduate and postgraduate courses that focus on Administration, Communication and Advertising, Advertising and Marketing. Originality: The work highlights how the case provides tools for undertaking practice-based teaching that favors the improvement of the teaching-learning relationship, helping to train excellent professionals and future business leaders. [ABSTRACT FROM AUTHOR]