Belle Couleur Case Analysis
Belle Couleur, Garnier's line of permanent hair colorants, has been in the market for over two decades and is currently the market leader in France. The Belle Couleur line carries twenty two shades of hair color consisting mostly of natural and dark shades. The product is positioned as reliably providing natural colors and is advertised as ¡§natural colors, covers all gray¡¨.
SWOT Analysis
Strengths:
The biggest strength for Belle Couleur lies in one of its marketing mixes, price. Belle Couleur will be the only mid-priced product in the Dutch hair colorant market and will compete with the upper and lower priced brands. Moreover the price sensitive Dutch women are value shoppers and thus this aspect of the product will appeal to them. The market research indicated that the buying intentions of the women increased after the price was revealed in the test-use. The pricing of the product coupled with the price sensitive nature of the Dutch women will be the leading strength for Belle Couleur.
Belle Couleur¡¦s recognition of the constraints of the distribution channel and ability to respond to it would be another major strength. The main constraint in the distribution system would be the limited retail shelf space available to the numerous competing brands. The recent increased preference of retailers as the main choice of distribution for the several competing hair colorant brands has resulted in limited shelf space. So in order to accommodate the limited shelf space, Belle Couleur will introduce only fifteen shades of hair color in the Netherlands as opposed to twenty in France.
Weaknesses:
The most significant weakness for Belle Couleur would be the undifferentiated product that will be introduced to the Dutch market. Although the number of shades of hair color will be reduced to accommodate the limited retail shelf space, the colors offered will not be reformulated to cater to Dutch preferences. The colors available to the Dutch market will be those that have been specifically formulated for the French market. The problem lies in the differences in color preferences of the Dutch and French women. While the French prefer darker and conservative colors, the Dutch preferences lie at the opposite end of the color spectrum, preferring lighter shades. The market research indicated that buying intentions of the Dutch women decreased after the test-use because the color ¡§didn¡¦t cover gray¡¨ or ¡§was too dark¡¨. Moreover, competing local and international brands in the hair colorant market formulate their products to Dutch market preferences.
There is a consensus that hair types are another way that colorism–the preference for lighter skin‒permeates the community. Women with a 3b/3c hair texture have a loose, ringlet, or spiral curl pattern and are often praised and more widely accepted in comparison to women who have a 4b/4c texture with a coarser, kinky, or zig-zag curl pattern. This notion highlights how Eurocentric standards of beauty can still influence pro-black spaces like the natural hair community, but it also shows how there is a pressure within the black community to adapt and conform to whatever style or aesthetic is deemed as “acceptable” at the time. This is where the “good hair” controversy comes into play. Whitney Bellinger studied a group of young African-American women to talk about their sentiments towards their hair in her piece WHY AFRICAN AMERICAN WOMEN TRY TO OBTAIN GOOD HAIR. When she asked the group of women to describe good hair, terms like “long”, “silky”, “fine”, and “healthy” were commonly used (Bellinger 68). While these terms are not exclusive to one hair type or texture, it doesn’t specifically describe a kinky or curly hair type and in turn alludes to a favorability towards non-black textures. Also in the interview, the young women discuss how their mother 's decisions on hair styles growing up impacted their current hair preferences (Bellinger 69). There was a direct relationship between the women who had relaxers growing up and who are still relaxed, as well as the women who were natural growing up and are currently natural (Bellinger 70). On the other hand, there was a smaller group of women who had switched their affiliations on the matter. It is interesting to note that there seem to be feelings of guilt evident with women who went from being natural to being relaxed. The women almost felt like they were denying some of the “racial pride” they previously held and that
Hair dyeing became popular in the 1950’s, at that time, about 7% of American women chemically colored their hair. Today, about 75% of American women chemically change the color of their locks. Every day, new techniques and styles are added to the world of hair. Hair Colorists spend their time helping their clients change their look and add some fresh pigment to their clients’ faded strands. Although professional hair coloring has its challenges, hair colorists have a wide variety of creative outlets, have close personal connections with their clients and help them to build self-confidence and aid them in expressing their individuality.
The transition to modern consumerism involved not just the introduction of responsible product formulation, but fundamental transformations of social behavior. Women were at the heart of this development in the cosmetic industry, and we will consider the contributions of two of them: Annie Turnbo Malone and Madame C. J. Walker. These women and their contemporaries paved the way for Estee Lauder and Mary Kay Ash in our time.
Recent slow expansion of the company is caused mainly by the limited ways of sale and by the worries about the loss of control in the case of penetrating new markets. The company does not think about any other practices than retail contract sales and refuse the offers from abroad to get MAC products in there. “The demand for MAC Cosmetics is there, but the supply is not. While MAC is one the cosmetic lines highest in demand, finding discounted products is actually not that easy” (Vasen, 2007, p. 1 ) Moreover, there are no media advertisement outside the United States and people often do not even know about the products and their advantages. The statistics show that the leading way to get information about MAC products is via referrals (Bates, 2006, p.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
The beauty industry has great opportunities for companies wanting to profit from the growth and resiliency of the sector. Finding the right niche is important for becoming visible in the industry. Communicating the unique selling point to the target group will distinguish the company from the competition so it can survive. Also, product sales are needed to earn revenue beyond the service income. The success of Sugar Wax Salon will rely on its ability to offer a beneficial service, create the right products, and promote them to the right people at the right price.
Their latest advertised product “Live Unlimited Gloss” hair colour was featured on the back page of Heat magazine issue 533. Heat is the UK’s leading women’s celebrity weekly costing £1.65 and a target audience of young celebrity conscious women. The target audience for Live Unlimited Gloss hair colour is young women aged 18-25 who want to make a statement with their hair colour and fashions, on a low budget.
L’Oreal is the largest beauty company in the world and in the past 100 years that it has expanded, it has supplied to 130 countries with offices in 58 different countries. This global company is the number one premium cosmetic product in the world today and has taken the core and beauty of people’s everyday lives since 1907, the beginning of L’Oreal. The superior leadership of a guy named Eugene Schueller started this strategic company with basic products such as hair care and also the first man-made hair color product. Five years later you could find these products in Austria, Italy, and the Netherlands. In 1934 Eugene invented the first mass market of soap less shampoo and this led the success of L’Oreal in the country of Europe which soon recognized them as the leader in body care and hair coloring products. Finally soon after World War II L’Oreal moved into the United States and the company seemed to change. When L’Oreal expanded the competition was more involved and more growth was needed in order for the company to be more successful. With problems like this, the strategy and planning that has been applied in L’Oreal has been huge for the success of the company. L’Oreal realized they needed to expand in other fields of the beauty market and target markets in order to stay alive and successful. This would mean that L’Oreal would need to acquire other companies as part of their expansion and through this they have kept the constancy of the leading company with acquisitions of many small companies. Finally in the 1980s they started their globalization into new markets all around the globe by acquiring new companies that would form the cosmetics that we know today. Although the role of acquisitions has never been the main focus of the company, internal growth and strategy was the number one reason for L’Oreal becoming such a big name. The main strategy was to adopt new companies and expand it from within believing that the brand could be taken globally and benefit their overall brand portfolio. The main role of acquisitions was to increase and lengthen the internal growth rate. L’Oreal started acquiring companies from the beginning of their name. They started with the basics of their own brands such as L’Oreal Professional, L’Oreal Paris, Kerastase, and Club des Createurs de Beaute.
According to the textbook case study, the main reason is due to the market in the United States for cosmetics are very mature, not to mention extremely competitive. Because of this, Avon made the decision to put its emphasis – and resources – in less-competitive markets. (Daniels, 2010)
Most people will use beauty products every day in order to be more attractive, whereas the cost is very high. Hence, customers want to obtain a low price in the stage of transaction.
CosmoCosmetics has decided to create a new foundation make up line for African American women exclusively. We believe there is a niche for this type of business since no make up brands specialise in this target.
Marketing is a essential part of a business because it helps to control the way that goods or services are sold. When marketing a specific product or service it is crucial to be well informed in all aspects of marketing, which include the marketing mix, marketing strategy, target market in which you will offer your product and the environmental factors that could effect how your product is received, including social and cultural difference, competition, economic and technological aspects. In this paper I will explain how I will market the product which I have chosen. An Herbal Shampoo brand called "Herbalize."
Chiang, C.-T., & Yu, W.-C. (2010). Research of Female Consumer Behavior in Cosmetics Market Case Study of Female Consumers in Hsinchu Area Taiwan. iBusiness, 2, 348-353.
Haute Couture is the French term for high fashion, and it relates to the dressmaking, sewing, or needlework of a garment. In 1886, Charles Frédéric Worth founded an association of couture houses dedicated to regulate and protect the work of Parisian couturiers, and it later evolved to La Chambre Syndicale de la Couture Parisienne. (Mackenzie 47). The term Haute Couture is protected by law in which one must adhere to specific criteria’s stated by the Syndical Chamber for Haute Couture in order to be categorized under its name. The criterion to be categorized as Haute Couture is a minimum of fifteen people employed at the house, producing one-of-a-kind garments of the highest craftsmanship and quality, as well as it has to be presented to the press in Paris each season.
Dior uses different market segmentations to sell their product. First of all, there is a geographic segmentation. Perfumes are luxury products. Thus, they target wealthier areas like North America, Western Europe, Japan, etc. Since Dior is popular worldwide, we can obviously find it everywhere, but their market is based on these areas’ needs. Then, they use demographic segmentation. They target adult women who have quite high incomes. Perfumes are something not everybody can afford. This fragrance can be worn for any occasion, special as well as regular; it is light but demonstrates personality and feminity. They are trying to get a medium to strong loyalty status. As for any perfume, if a woman likes it; she will probably buy it again. It is a very accessible product. Any store like Macy’s, Nordstrom or Sephora in North America or “perfumeries” in Western Europe will sell J’adore. The segment is very large, because many people, even if they do not fall in one category, will buy perfumes for special occasions, like Christmas. This is a gift that always makes a woman happy, and Dior develops its marketing around that. Indeed, during Christmas, they make a lot of offers that combines a lotion with the perfume for example. Also, there are no separate segments between women; all women want to wear perfume.