...Executive Summary - November 2007 A Study of the European Cosmetics Industry Executive Summary Prepared for: European Commission, Directorate General for Enterprise and Industry Prepared by: Global Insight, Inc. November 2007 Executive Summary - November 2007 Contact Information Emilio Rossi Managing Director Business Planning Solutions, Europe Global Insight, (Italy) srl. Via S. Maria Segreta 6 20123 Milan +3902 8648 130 emilio.rossi@globalinsight.com Antonia Prlic Principal 1 Adelaide Street East Suite 2505, P.O. Box 198 Toronto, Ontario, M5C 2V9 Canada +1 416 682-7312 antonia.prlic@globalinsight.com Robert Hoffman Senior Consultant 1 Adelaide Street East Suite 2505, P.O. Box 198 Toronto, Ontario, M5C 2V9 Canada +1 416 682-7311 robert.hoffman@globalinsight.com Executive Summary - November 2007 I. Broad Market Study An overview of the broad cosmetics industry (also referred to as the cosmetics and toiletries (C&T) industry) in the EU, Japan, China, and the U.S. reveals that Europe's market size is almost as large as the U.S. and Japan combined, due to its large population. In 2006, the U.S. cosmetics market was €38.2 billion, while Japan's was €23.7 billion and China's €8.2 billion. The total EU27 cosmetics market was valued at €63.5 billion in 2006. Among the EU countries, Germany has the largest cosmetics market, valued at €11.7 billion, followed by France (€10.4 billion), the U.K. (€10 billion), Italy (€8.8 billion), and Spain (€7.4 billion). Europe...
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...MA Design Management for Fashion Industries Name: Leong Ruoh Shiang Course: Fashion Brand Marketing Course Leader: Anna Watson Case Study: Chinese Herbal Medicine Cosmetics brand, Herborist Topic A International Marketing Strategies of Herborist Abstract This paper attempts to investigate the internationalization process of a Chinese domestic cosmetics brand, Herborist by making a comparison of marketing strategies applied for different countries as a case study. In addition, by gaining understanding on the development of a local brand and analyzing the issues, which block the way for business expansion, suggestions are made for the exploration of future potential market. This case study is mainly based on quantitative research, which was carried out in the form of a questionnaire conducted by 100 local and Malaysian Chinese. Besides from that, secondary data are taken from Internet and based on literatures published in English and Mandarin. The crucial steps for a domestics brand to enter the international arena is by utilizing different or undifferentiated strategy, reinforcing the innovation of Chinese oriental essence and also enhancement on brand awareness. Keywords- Oriental, Domestic cosmetics, International marketing strategy, Market entry, Brand story, France, International business, Marketing Channels 1. Introduction In recent years, it is obviously seen that there is a thriving and robust...
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...Of Celebrity Endorsed Advertisements On Consumers (Anjum, et al., 2012) | Advertisements, Brand, Brand equity, Celebrity, Credibility, Endorsed | Celebrities Endorsement (Appendix 1) | Celebrity endorsement, brand credibility and brand equity (Spry, et al., 2009) | Celebrities ,Product endorsement, Brands, Australia | Celebrities Endorsement Conceptual Framework (Appendix 2) | Global Beauty Industry Trends In The 21ST Century (Łopaciuk & Łoboda, 2013) | global beauty industry, global market for cosmetics and toiletries products | Global Cosmetic Trends (Appendix 3)Global Retail Trends (Appendix 4) | Effective Advertising and its Influence on Consumer Buying Behavior (Ghulam Shabbir Khan Niazi, 2012) | Environmental response, Emotional response, Consumer buying behavior | Research Model (Appendix 5) | Exploratory analysis of global cosmetic industry major players ,technology and market trends (Kumar, 2005) | Cosmetic industry; Toiletry industry; Cosmetic industry analysis; SWOT analysis; Cosmeceuticals; Globalization | Global Market Size (Appendix 6) | An Exploratory Study of the Types and Roles of Skincare Advertising Visuals in Magazines (Hingorani, 2008) | Skincare Advertising, Visuals, Magazine Advertisements | Advertisement Elements (Appendix 7) | On the relationship between store image, store satisfaction and store loyalty (Josée Bloemer, 1997) | store image, store satisfaction and store loyalty | Conceptual Model (Appendix 8) | The Effects of Multiple Product...
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...International Views on the Cosmetics Industry: Japan, Saudi Arabia, China, Germany, & the United States of America BMGT454-0101: Global Marketing Professor Fardanesh Spring 2015 Mica Cocco Molly Pinkas Nora Keller Antonia Murray Katie Ta Table of Contents: Introduction Article Summary: Saudi Arabia “Booming KSA Beauty Market Attracts Investors” by Jamadil Akhir & “Saudi Arabia and UAE top world list in consumption of cosmetics” "Route to Market: Saudi Arabia" "Chapter 4: Ughmuri Ahasisaki: Cosmetics and Personal Care Products" by Roni Zirinski Article Summary: Japan “Blueprint for a Cosmetics Empire” by Terrie Lloyd “Exploring International Cosmetics Advertising in Japan” by Bradley Barnes & Maki Yamamoto “Face Time: A Digital Makeover for Japan’s Cosmetics Industry” by Kiyoshi Miura, Ian St-Maurice, Brian Salsberg Article Summary: China Understanding the Chinese Cosmetics Market - Dr. Mark Mobius Investigating the Impact of International Cosmetics in China - Bradley R. Barnes Western cosmetics in the gendered development of consumer culture in China - Barbara Hopkins Article Summary: Germany Trends in the European Cosmetic Market- Tereza Roubalikova Vivness 2015: The place to be for the global natural cosmetics industry Beauty Around The World- Germany - Eternal Voyageur Article Summary: United States of America “FDA official says cosmetics industry is trying to undercut government regulations”...
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...Accepted____.____._____ ________________________________ SAVONIA UNIVERSITY OF APPLIED SCIENCES Business and Administration, Varkaus Degree Programme, option Bachelor of Business Administration, International Business, International Marketing Management Author(s) Wei Wang Title of study International Marketing Strategy for Herborist Type of project Date Pages Thesis Supervisor(s) of study 3.4.2011 65 Executive organization Tuula Linnas Abstract Herborist Chinese cosmetics industry is a booming industry and it is also one of the fastest growing industries in China. After China has joint WTO, with the tariff reduction, the tendency of the Chinese cosmetic market internationalization is inevitable. Herborist is a typical Chinese domestic cosmetics company. Now Herborist tries to find new customers and build core competitiveness. As they have already entered the Europe market to some extent, it is time for them to focus on international marketing strategies for the European market. The aim of this thesis project was to provide valuable marketing strategy for Herborist’s European market operations and to help the company to expand its operation to Europe. The study is mainly based on quantitative research. The data collection was carried out by a questionnaire. Qualitative research was carried out in the form at an interview with Herborist’s manager to find out his suggestion towards this thesis and this belongs to qualitative research. In addition,...
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...country, marketing mistakes damage a company’s ability to enter (Ghauri and Cateora, 2010). While political differences or a poor understanding of the market strongly impact success in a foreign market, the slightly larger issue that multinational corporations encounter are due to cultural misunderstandings. However, the impact that cultural misunderstandings have on success in a foreign market is dependent on the industry in question. In some industries, international marketing mistakes can often be rooted in the lack of understanding of different cultures such as the aspects buying behavior and product preference. Take the retail industry for example, since the purchasing behavior of customers varies by region, foreign retailers might usually make marketing mistakes due to insufficient knowledge of a given region’s preferences. Tesco, one of the biggest supermarket brands in Europe, failed in the U.S due to their insufficient understanding of American consumers’ shopping behavior with regards to groceries. Tesco had found success selling ready meals in European markets and applied that logic to the American market. The ready meals plan was a strategic failure since American consumers do not buy them...
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...Does Beauty Have a Cost? The Ecological Footprint of the Cosmetics Industry Alexandra Noelle Penny Brown University 2008 Environmental Studies Senior Thesis May 8, 2008 1 Acknowledgements To Caroline Karp, my thesis advisor and primary reader, for her boundless suggestions, ideas, encouragement, and support as I attempted to creatively apply a structured environmental policy analysis to a new problem. To Catherine Goodall, Amit Sheth, and ShaSha at Environmental Packaging International for introducing me to the subject of packaging, guiding me carefully through various analytical techniques, and sparking my interest in redesigning consumerism. To Dave Murray and Joe Orchardo for their assistance running the spectrometer analyses in the Environmental Chemistry Lab as well as their vast patience and willingness to answer my many questions. To Daniela Quilliam and Bill Dundulis at the Rhode Island Department of Health for their honesty in answering my pointed questions and insights into government regulations when funding is a challenge. To my sister, Elena, for her endless patience and support, and especially for her late-night company in the Science Library Friedman Study Center. To my father, Luther, for advising me to work on my thesis early in the year, advice I listened to carefully, agreed with, but never quite followed through. To my mother, Joanne, for never doubting my ability to achieve goals that are seemingly out of reach...
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...The beauty and cosmetics business in India is growing tremendously with the cosmetics market is growing at 15-20% annually, twice as fast as that of the United States and the European markets. According to the analysis the figures given by the Confederation of Indian Industries (CII), the total of Indian beauty and cosmetic markets size currently stands at US$950 million and it is showing growth between 15-20% per annum. The retail beauty and cosmetic market in India is currently estimated at USD 950 million which is pegged at USD 2.68 billion by the year 2020. The market consumption volume is increased by 5.6% in the period 2008-2012 to reach a total of 88.6 million units in 2012. The markets volume is expected to rise to 109.6 million units...
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...International Institute of Professional Studies Management Research Project Project Proposal Proposed Project (Synopsis) A comparative study of Push & Pull Promotional Strategy with special reference to selling practices among various cosmetics brands in Indore market. Submitted To: Dr. Yamini Karmarkar Reader IIPS-DAVV Indore. Submitted By: Bhumika Singh MBA (APR) 4th Sem IIPS-DAVV Indore INDEX 1. Introduction 2. Project proposed 3. Objective Of The Project 4. Conceptual Framework 5. Literature Review 6. Proposed Methodology 7. Limitations of study 8. References Introduction Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audience is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol a drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Cosmetics industry is one of the largest industry in the world. Cosmetics includes a wide range of products ranging from skin-care creams, lotions, perfumes, facial makeup to coloured contact lensed and...
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...Vanessa Trenholm Student ID 5336 ADMN 121 November 1, 2005 L’Oreal’s Global Makeover: Case Study Problem: L’Oreal has a number of issues to consider; the approaching retirement of CEO Owen Jones, the potential takeovers of Nivea and Shu Uemura, their trouble gaining a presence in the Japanese market, and the lack of revenue in certain areas of their products offerings. There is also some loss in business for high demand products during turnover time as buyers wait for new shipments. Condensed Recommendation: L’Oreal should carefully select a CEO candidate who has experience in global management and the ability to spot trends. L’Oreal should proceed with the potential takeover of Japanese Shu Uemura, but they should reconsider the Nivea takeover as it may open them to a potential takeover threat. They should continue with their global expansion by developing new brands to meet particular ethnicities, perhaps aiming to catch the South American market as they have done with the African market. They should also flesh out their dermocosmetics products lines to increase the low 6% revenue in that area. Problem L’Oreal has experienced unprecedented success through global expansion into new beauty-product markets, under the direction of Owen Jones, who became a chairman in 1988. In 2006, Owen Jones plans to retire, so there is some speculation on how things may change with his successor. Currently there are a number of business maneuvers L’Oreal is considering: the...
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...List of Figure Figure 1 5 Figure 2 6 Figure 3 9 Figure 4 9 Figure 5 9 Figure 6 11 Figure 7 13 Figure 8 15 Figure 9 16 Figure 10 17 List of Table Table 7 13 Table 2 19 Table 3 21 Executive summary This report refers to an evaluation and recommendations on the current market situation of L’Oreal Paris. A brief introduction of the background of L’Oreal Paris and the product category which L’Oreal Paris exists will be also explained in this report. It includes the general idea of cosmetic industry. Furthermore, this report also indicates the macro and micro environment and major competitors. The most significant factors in macro environment are economic, cultural and demographic forces. In this case, it will be also providing the reason and some evidence that explain how these factors are affecting L’Oreal Paris. Otherwise, for, micro environment, this report only discuss between customer and competitors. Next, there is a significant evaluation of the product analyse with reference to the type of products, the three level of products, the branding strategies, and what types of packing and labelling that L’Oreal Paris provided. In addition, a complete analysis of target segment and how current product influence buyer behaviour and meet difference needs and wants. Later on, L’Oreal Paris needs to consider and build the marketing mix to attract more consumers. It includes a brief evaluation of the price, place...
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...decision to fight the European shampoo battle required considerable coordination between company headquarters and the subsidiaries Balancing the global strategy for Elséve with different market characteristics and particularities was going to be one of the most crucial issues for success. Competition had traditionally been based on price, which made margins relatively narrow. The result was a rather lucklustre market where brands were unable to differentiate themselves in the eyes of the consumer or position themselves to stand out from the rest. The global strategy had to be implemented in the different markets, bearing in mind that each of those markets had its own special characteristics and quirks. In L’Oréals case, the differences arose from the nature of hair itself –hair type, length, appearance and image, among other things- and from the way shampoos were used- washing frequency, amount used, use of one shampoo by one or more members of the same family, use of conditioners etc. The implementation of the global strategy could not overlook other aspects such as the presence of the Elséve brand and its competitive position in the different countries or the resource L’Oréal had in the different markets. France: In France the penetration rate of conditioners was the lowest in Europe. Greater demand was being generated for more sophisticated products with more technology because these kinds of products gave tangible cosmetic effect to hair and did...
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...POLICY PAPER: EUROPEAN STANDARIZATION POLICY Kristiana Elvis Boyadzhieva 20118703 Kristiana.boyadzhieva@gmail.com MBA 546: European Union Matthias C. Suthe Policy Paper 1, February 2014 Each student will select one aspect of EU policy and discuss how it affects different industries, companies, and countries. The paper will involve both providing a general summary of the policy area as well as advising on specific policy changes that might be undertaken and/or are currently under discussion in that area. The paper should present and reflect on the positions of the EU, Member States, Corporate interests, and Citizen Interests. There is probably no area in Europe, which is not be heavily affected by the EU standardization policy. Whether on the European, national, corporate or citizen level – the omnipresence and importance of the EU standardization policy is undisputed and is comparable maybe just with the influence of the EURO. Therefore it is not suprising that EU nations, as well as industries and companies are trying to take an influence on the standardization process, to assure and strengthen their competitiveness and future. European standardization is certainly not only of European significance, but also plays an extremely important role in the global competitive position of the EU and Europe. In the next paragraphs we will provide an overview about the main principles of the European Standadization policy, its goals and benefits, the institutions involved...
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...marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success. INTRODUCTION The term consumer behaviour is defined as "the study of how individuals, groups and organisations select, buy, use and dispose of goods, ideas or experiences to satisfy their needs and wants”(Kotler & Keller, 2009:150). In other words, the study focuses on how individuals spending their available resources - time, money and effort - to create final decisions in buying process (Schiffman, Hansen & Kanuk, 2008). Since consumer behaviour has huge effects on marketing...
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...generations have initiated the factor of beauty thereby imposing their skin care into various beauty products for them to remain presentable. This study will investigate and evaluate the factors, which affect the consumer behavior of males of Hong Kong in buying facial cleanser. The researcher developed a questionnaire to capture the required information and analyzed the data using SPSS program. This study gives an insight of various attributes that the researcher used in the analysis, revealing confidence, apprehension, self-presentation and orthodoxy as the main factors to consider while purchasing male cosmetics. Likely, the researcher discovered that Hong Kong consumers of for facial cleanser normally concentrate on price, brand image, product quality and customer service as the main determinant of the purchase. Introduction Background and problem Everyone in the society appreciates their body and will always maintain their dignity by remaining beautiful. Looking at the perception of the global world, most individuals live in a set of stereotypes who want to become models. This does not factor out the male gender who have adapted the consciousness about their image. The urge to remain beautiful has generated a different perception on beauty among males globally. This explains the gold mine factor for various male cosmetic brands. Facial cleanser is a product used by various applicants in cleaning their skin. The main aim of using the product is to remove unseen particles...
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