Product details

L''Oreal, the world''s largest cosmetics company entered the booming Chinese beauty-care market in 1997. Since then, it has been trying to understand its Chinese consumers, fight competition from local and international companies and expand from cities to the two and three-tier towns of China. Its acquisition of two Chinese brands, Mininurse and Yue- Sai in 2003-2004, moved its position up from eleventh to second. This case provides detailed background information on the beauty industry in China and the current competitive scenario. It describes L''Oreal''s entry and marketing strategies, the current and future hurdles it has to overcome in China. The case offers scope for discussion on L''Oreal''s competitive position. It also provides information for discussion on the problems it faces due to the business environment in China and future plans for L''Oreal China. A structured assignment ''304-545-4'' is available to accompany this case.