Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Published by:
INSEAD (2013)
Revision date:
27 pages
Data source:
Field research


Yue Sai is L'Oreal's troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L'Oreal China, has made it a point of honor to turn the brand around. He has asked Stephane Wilmet, the brand's new general manager, to come up with a turnaround plan that will restore L'Oreal's reputation in China as the world's best cosmetic marketer. Stephane Wilmet and Ronnie Liang, Yue Sai's marketing director, must reconsider everything from Yue Sai's value proposition down to its media, price, product, and distribution strategies.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.


Marketing; China; Branding; Advertising; Cosmetics; Luxury; Beauty
Other setting(s):

Access this item
View our pricing guide
or to see prices.

Awards, prizes & competitions

Reviews & usage