TERRITORIAL INTENSIVE PRODUCTS AS PROMOTERS OF REGIONAL TOURISM. THE CASE STUDY OF DOURO SKINCARE

Abstract

The case study explores the growth and regional involvement of Douro SkinCare[1], a company created by women that operates in the field of selective Biological Cosmetics through the creation, development and production of cosmetic lines that are based on emblematic raw materials of the Douro Region, one of the oldest wine-growing areas with more history in the world, located in the north of our country, Portugal. It uses Douro grapes and PORT WINE DNA ™ (Douro Nuclear Aroma), created from the first port wine from entirely organic production to develop cosmetic lines produced with endogenous products. The territorial intensive products (TIP) are associated directly with the region and are intensively endogenous. TIPs are indirectly related with local tourism as a trademark. This case study uses a qualitative methodology, based on YIN (1998) to select and analyse information collected by the interviewers and other secondary information sources. This case illustrates how a brand can contribute for regional development and expansion by a small female business. It also highlights the role of the entrepreneurs in introducing modernity, innovation and product diversification to allow such a small firm to reach new markets. This research could bring new insights and relevant proposals to the relation between TIPs, female entrepreneurship, tourism and regional development. Additionally, by utilizing grapes and/or wine and other derived products produced from vines grown completely organically in the Douro region in northern Portugal, the firm has contributed significantly to create awareness about the sustainability of this natural resource and the region itself. [1] http://douroskincare.com/, retrieved on July 28, 2016.

Keywords

• female entrepreneurship
• tips
• tourism
• regional brand
• sustainability.