Cosmetics
Cosmetics
How do women’s preferences for cosmetics and beauty care vary from country to country?
The preference for cosmetics among women varies from country to country. For example, multiple Asian women typically uses whitening creams to make light and bright their skins. In china, white complexion denotes a wealthy individual. In other local setting in a different country, it will have a varied impression. In other places such as India, women have not been working. However, the number of women working today is increasing parallel to independence of choice and change in attitude. The levels of income varies by country and as such preference for cosmetics will be different across country. Consumers of cosmetics in high income countries may not be limited by price while selecting their preference.
Assess Estee Lauder’s strategy of China. Does it make sense to focus on premium brands, or should the company launch a market-mass brand?
Estee Lauder’s strategy to center on premium brands is not appropriate for the Chinese market. However, the mass-market strategy is also not suitable. It is clear that Chinese cosmetic consumers are differentiated through their levels of income. Estee Lauder could adopt a strategy where it invests a smaller percentage on premium brands and a larger percentage on other brands that are suitable for low income earners. Chinese consumers irrespective of their income levels are sensitive about spending and thus major focus should be on brands that are suitably priced.
What is the best positioning strategy for Shiseido as the company expands to in Asia? High touch? High tech? Both?
The best positioning strategy for Shiseido in China is high touch. Given that Chinese women are conscious about cost, it is necessary to position the company as one that looks into the needs of individuals rather than prestigious and high tech. The Chinese will look for that company or products that adds value instead of just prestige.
Do you think L’Oreal will succeed in changing the buying habits of Brazilian women?
L’Oreal strategy will succeed to change the buying habits of Brazilian women. Brazilian women mainly buys their cosmetics from sales individuals that go door to door. In this manner, shifting from only displaying their products in drug and departments stores to adding personal beauty advisors will take their sales a notch higher. The sales will increase because this strategy of one on one selling and promotion is similar to the door to door selling only that the former the advisors are stationed at the stores.
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How do women’s preferences for cosmetics and beauty care vary from country to country?
The preference for cosmetics among women varies from country to country. For example, multiple Asian women typically uses whitening creams to make light and bright their skins. In china, white complexion denotes a wealthy individual. In other local setting in a different country, it will have a varied impression. In other places such as India, women have not been working. However, the number of women working today is increasing parallel to independence of choice and change in attitude. The levels of income varies by country and as such preference for cosmetics will be different across country. Consumers of cosmetics in high income countries may not be limited by price while selecting their preference.
Assess Estee Lauder’s strategy of China. Does it make sense to focus on premium brands, or should the company launch a market-mass brand?
Estee Lauder’s strategy to center on premium brands is not appropriate for the Chinese market. However, the mass-market strategy is also not suitable. It is clear that Chinese cosmetic consumers are differentiated through their levels of income. Estee Lauder could adopt a strategy where it invests a smaller percentage on premium brands and a larger percentage on other brands that are suitable for low income earners. Chinese consumers irrespective of their income levels are sensitive about spending and thus major focus should be on brands that are suitably priced.
What is the best positioning strategy for Shiseido as the company expands to in Asia? High touch? High tech? Both?
The best positioning strategy for Shiseido in China is high touch. Given that Chinese women are conscious about cost, it is necessary to position the company as one that looks into the needs of individuals rather than prestigious and high tech. The Chinese will look for that company or products that adds value instead of just prestige.
Do you think L’Oreal will succeed in changing the buying habits of Brazilian women?
L’Oreal strategy will succeed to change the buying habits of Brazilian women. Brazilian women mainly buys their cosmetics from sales individuals that go door to door. In this manner, shifting from only displaying their products in drug and departments stores to adding personal beauty advisors will take their sales a notch higher. The sales will increase because this strategy of one on one selling and promotion is similar to the door to door selling only that the former the advisors are stationed at the stores.
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