The aim of this master´s thesis is to find out whether dry skin type influences the consumer´s satisfaction with his appearance and whether possible dissatisfaction can arouse purchase behaviour in meaning of purchasing and consuming miosturizing skin care products. Based on findings, thesis proposes next target to compose corresponding orientation of marketing communication for selected segment. Thesis follows a concept of concentrated marketing, which starts with market segmentation of consumers with dry skin type in analytical tool Data Analyzer and continues with selection of one particular segment to get a focuse on. After target segment is selected, questionnaire survey is used to enhance its profile. The thesis is finished up with draft of marketing orientation for selected segment. This marketing orientation captures the results of relation between dry skin type and body image revealed from data analysis MML-TGI and questionnaire investigation.

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