cosmetics. Through this period, cosmetics of South Korea draw popular through low price and good quality. Celebrity publicity is also influence. A famous makeup artist in Japan recommended cosmetics of South Korea, and Japanese people coming to South Korea to buy cosmetics. The same is Korean wave. Because of the popularity of Korean celebrities, the sales of product which is the popularity as a
cosmetics have the competitivenessfocusing on tas keality. Especially, In Vietnam, Korean goods are occupied about 60% in their market. Also Korean ones are invaded as an image like fashionable color cosmetics and are recognized as a famous and luxury brand.
-The condition of market in Thailand
In Thailand, the cosmetic shows 10~15% growth per year. This is a product that contributes greatly
Thus, our team decided to study about cosmetic market in China. We found that foreign companies like L’Oreal, Procter & Gamble Co and Shiseido have large portion of the China’s cosmetics market share while Korean companies have little portion of that. However, Korean beauty products also have high quality and Chinese people are favorable to Korean products. In other words, it is hard to under
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
that this perfume had a story, which was ‘The harmony of feministic desire and fairy tales’. These factors all contributed in making Lolita Lempicka a feminine perfume with high quality.
Price – According to Marionnaud, a cosmetics distribution company, Lolita Lempicka had a relatively low price compared to its competitors. Dior’s ‘Dior Homme’, Chanel’s ‘No.5’, Estee