How Women’s Preferences for Cosmetic Products Vary from Country to Country
Cosmetic and beauty products vary from market to market because of preference; noting there isn’t a “one-size-fits-all” when it comes to beauty and cosmetic products. Each market has its own aspirations since consumers are sensitive to their local and cultural values. In China, women are more focused on skin whitening products; this is because the Chinese believe skin whitening is linked to affluence. In Japan, ladies have a preference for solid foundation rather than the liquefied one; face cleansing products are also a huge thing in Japan. In Brazil, most women focus on hair products as opposed to their other counterparts in the USA and Japan whose main focus is on makeup and skincare products.
Estee Lauder’s Strategy for China
The company focuses on premium products and brands which they sell in up-market departmental stores, just like its major competitors, it is striving to achieve expansion in China by aiming at new markets in developing cities. Estee Lauder is at risk having positioned itself as an exclusive and premium high-end brand, this means they may be too narrow for the market, and they might need to re-position the brand to compete with the mass market. Chinese consumers are known to be sensitive when it comes to monetary value and are mostly willing to spend on quality. However, this is just a small portion market and Estee Lauder should seek for ways to get to a larger market.
What is the best positioning strategy for Shiseido as they expand in Asia?
The strategy that would work best for Shiseido would be to penetrate deeper into emerging markets, since Asian clients link the brand name with a production that understands skin problems and issues associated with Asian women. This would mean hiring professional beauty counselors who give guidance on coordination of colour, skin moisture levels and other relevant information. In other markets, the company is also known to sell anti-ageing products.
Reference
Kumar, S. (2005). Exploratory analysis of global cosmetic industry: major players, technology and market trends. Technovation, 25(11), 1263-1272.
