Ⅰ. Overall Analysis
1. About Estée Lauder Company
1) Company History
Estée Lauder is a retail brand of luxurious cosmetics, skincare and fragrance products, and primarily targeting female consumers of age 30 and up. Sold in more than 120 countries and territories, Estée Lauder has a reputation for technologically advanced, high-performance products.
Since Estée
The meaning of Seol Wha Soo:
SulwhaSoo is a cosmetics from Amore Pacific developed by the cooperation with the Kyung Hee University Oriental Medicine Department based on the evidence of traditional oriental product. The meaning of the brand is 'Blossoming a beatiful snow flower on top of a branch called Age. It's a metaphor of dried tree branch during winter with piled snow on the branches look
organic product
Target audiences
High class (privileged) Chinese women between their 30s and 60s
who enjoy spending for beauty
Product Image and product personality
A brand-name cosmetic product that only uses oriental ingredients.
Product positioning
by organizing a suitable lines of functional cosmetics for 30s and 60s.
Differentiated prices for each lines.
Walt founded Disney Brothers Studio with his older brother Roy in 1923
“Oswald, the Lucky Rabbit” became Disney Brothers’ first major hit in 1927
With synchronized sound (never been attempted in a cartoon), Steamboat Willie (1928) Mickey Mouse became an international sensation
Started licensing Mickey Mouse to subside company’s cash problems
Released Snow White and the Seven Dwarfs (
Mainland people are now better-educated, better-paid and they attach more attention to fashion and their personal image. They not only focus on improving basic living conditions, but are also keen to enhance their overall quality of life. Their increasing awareness of health, hygiene and appearance has made cosmetic products one of the consumption hotspots.
In fact, the pursuit of beauty and he