French consumers taste. The container was designed to symbolize ‘The Forbidden Apple’ to interest female consumers. It also emphasized 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 c
Product strategy
Emphasized ladyishness
☞Hired talented designers and staffs from local
Round and spherical shape of containers symbolized ladyishness
☞container design grabbed women’s attention
“Efficient”
Price strategy
Relatively higher labor cost than Korean workers
A part of the product price is paid for a license fee
☞ Licensed French designer bran
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 Koreanproducts. In other words, it is hard to under
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
No understanding of Western Culture
- The failure of the fist product line of Europe S.A
- Amore Pacific could not sell any product
Hardly accessing to French Know-How
- It takes time for ‘learning’ to know different country
- Learning Curve
Operating with Native people
- Hired Frenchcosmetic experts
- No Korean in Amore Pacific Europe now
Licensing the native brand
Licens
1. AMOREPACIFIC
1.1. Introduction
AMOREPACIFIC Corp. have targets to be a global beauty company with its core businesses in cosmetics and personal care and health products. It was founded in 1945 as a Pacific Chemical Company and it has been involved in beauty products.
AMOREPACIFIC seeks to push the boundaries of traditional beauty with innovative solutions drawn from its rich Asian herit
Business Strategy
Team No.4
International Business Strategy : Multi-domestic Strategy
Global
Integration
Local
Responsiveness
Product differentiation factors are usually placed on non-price ones.
Low Pressures for Global Integration
Balancing Global Integration and Local Responsiveness in Cosmetics Industry
Business Strategy
Team No.4
Introduction
AMOREPACIFIC Overview
Customers tas
1.0 Executive Summary
We chose Laneige, a family brand from the leading cosmetic company, Amorepacific, as its position as a middle-price range brand best matches our target customers, young adults. The product our group has proposed is a lipstick called “Perfect-all-day” which has strong durability with reasonable price. Unlike the common lipsticks, our product is long lasting and requires
'Lolita Lempicka' launched in France, 1997
While the market share of AMOREPACIFIC
is currently increasing around the world,
"Lolita Lempicka“ become representative brand of the world
Lack of understanding
In Frenchcosmetic industry
Insufficient market research
Failing recognition of race condition
Lack of efforts, understanding
Glocalization and local culture
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