Cosmetics Giants Segment the global Cosmetics Market Essay

Published: 2020-02-04 20:42:40
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Category: Cosmetics

Type of paper: Essay

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The worlds best know cosmetics companies are setting their sights on a lucrative new segment: the emerging middle classes in countries such as Brazil, Russia, India, and China. Marketers Lral, Procter & William Lauder, president and CEO of Este Louder, calls China a $100 billion opportunity. Nothing that there is no one-size-fits-all idea of beauty cosmetics marketer pride themselves on sensitivity to local cultural preference . As Jean-Paul Agon, Chief executive L³real explain that they have different consumers. Each consumer is free to have her own aspirations. They intention just to respond as well as possible to each consumer aspiration. Market research is critical to understanding womens preferences in different parts of the world. In China, L³real and its competitors have an opportunity to educate women about cosmetics, which were banned prior to 1982. Each year, L³real observes and firms 6000 Chinese women applying and removing makeup. L³real and Procter &Gamble offer a wide range of products in China ,including both mass-market and premium brands.

Este Lauders focus on expensive prestige brands such as Este Lauder, Clinique and MAC that are sold through upmarket department stores. One research caution that Este Lauder positioning too narrow for China. Este Lauder disagree this statement. She mention that Chinese consumer more price sensitive, but same time are willing to invest in product are relatively expensive versus their income level. In India L³real shift from lowel-price to premium price. Beginning Loreal offer low-price Garnier Ultra Doux Shampoo but fail to catch consumer. In mid-1990s,Slain Evrard, L³reals managing director of Africa, Orient and the Pacific was determine to more understanding India market. He noted number of working women was increasing and consumer attitude shift. Evrard noted that DIY hair coloring have market in India. Evrard respond to launching L³real Excellence Crme in India. L³real Excellence Crme is an expensive product. To gain support among shopkeeper, local staffer name Danish Dayal promote it door by door. Today, the product widely available in 2004 ,L³real India and operating become profitable. Brazil is another important market for the global cosmetic giants. On a per-capita basis, Brazilian women spend more in beauty products than their counterparts elsewhere. Brazilians buy their cosmetics through door by door.

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