1. Introduction
1.1 High Value of Skin-Care in China
The skin-care industry is worth a whopping $24 billion in the $160 billion dollar beauty industry (“Pots of Promise”, 2003). In China, the Chinese place a high value on beauty and skin-care because they fear ageing (Lin, 2013). Because of this and the growing incomes of the Chinese in China, the skin-care industry is doing extremely well in China where ‘skin care represents 40 per cent of the cosmetics and toiletries market’ (Mobius, 2013, para. 7). As such, many companies have capitalised on this trend and increased their shares in China’s skin-care market (Lin, 2013).
Although Nivea (refer to Appendix A for company profile) already owns a significant market share in China (Mobius, 2013), we still rely heavily on European markets for revenue (MarketLine, 2012). MarketLine (2012) reported that 60.6% of our revenue came from the European markets. Due to the Eurozone Crisis, European countries are facing depressed economic activity. Consequently, consumers in the Eurozone now have less disposable income, and are spending less on beauty products (Lin, 2013). If we continue relying heavily on these economies, our revenue cannot be sustained. Thus, it will be beneficial for Nivea to expand its existing market share in China to reduce reliance on the dismal European economies. Considering the high value of skin-care in China, a viable market to start expanding our market share would be skin-care.
1.2. The Plan
The purpose of my report is to explore the ways in which Nivea can reduce its reliance on the European markets by creating a new skin-care product which caters specifically to the interests of the consumers in China.
At the moment, Nivea does not have any skin-care products w...
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...products is bright with annual sales growth of 15%, well above global norms. Business Times, The (Singapore). Retrieved from http://libproxy.smu.edu.sg/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=edsnbk&AN=14957E44C7FF4590&site=eds-live&scope=site
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Multi-layered label to beat the pirates. (2007). Professional Engineering, 20(3), 51. Retrieved from http://libproxy.smu.edu.sg/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=24244073&site=eds-live&scope=site
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Cover Girl cosmetics have been the top-seller since 1961 and are still going strong. It is hard, with all the advanced lines of make-up for one product to go as far as Cover girl has, so how does Cover Girl cosmetics do it? A lot of Cover Girl’s strong, on going successes are due to changing the look of the product, exceptional promotions which the public can’t look over, giving a cosmetic appeal to both older and younger aged women and most importantly by using near perfect women and teens to model their products. Although it’s wonderful that Cover Girl has been and still is so successful, it has put a dentation in today’s society in what women’s appearance should and shouldn’t be. Women and young adolescence are confused of what their appearance should be. Cover Girl has many famous models; one inparticular is the famous country singer Faith Hill. Faith is tall, skinny, and flawless. When women see models like her doing the advertising for Cover Girl, they automatically feel that they should look the same. Later in this paper I will go into semiotics which derives from the Greek word semeion meaning sign, it basically describes how people interpret different signs, such as models, and how these signs might effect one’s life and self-esteem. Proctor & Gamble are the owners and starters of Cover Girl cosmetics. To keep up the success of Cover Girl they must keep on top of the advertising game to stay above the competitors. To do this they do many promotions, some include using famous singers, changing displays, giving away samples and one of the most important advertisement of all is the models Cover Girls incorporates in their ads. Cover Girls did one promotion with Target stores to promote their product. They used the famous group 98 Degrees to make a sweepstakes called, “Fall in Love with 98 Degrees Sweepstakes.” The grand prizewinner of this sweepstakes is an appearance in the new 98 Degrees music video. This advertising doesn’t just take place in the Target stores; it also takes place in Teen magazine, stickers on the new 98 Degrees CDs, a national radio campaign, and the national Teen People magazine. Because it’s teens that mainly listen to the music that 98 Degrees produces, it’s the teens that this particular promotion is focused on. I s...
In the industry of cosmetology there has been women that have played an important role. Like Sarah Breedlove, who later became known as Madam C.J. Walker was America’s first African American female millionaire. She was born poor and orphaned, but later built her own business of manufacture hair products. A scalp infection lead her to the creation of her products. Like many women she struggled to find the solution to her problem, after she tried thousands of products, soon she started loosing her hair. While sleeping she had a dream of a man advising her of ingredients she needed to mix. She got up the next morning and did as her dream demanded. To her surprise this product had worked, she then begun selling her unique formula (“Beauty”). Who would have thought a women could have became so successful. They say dreams can lead you to great accomplishments and this was the case of Sarah Breedlove. Another example of a successful women is Jane Iredale, founder and president of Iredale Mineral Cosmetics. Jane Iredale introduced the full line of cosmetics, she wanted to create cosmetics that were beneficial to the skin. In order to make her products the best, she collaborated with make up artist, dermatologist, and plastic surgeons in the production (“Beauty”). These two women are great icons of the Beaut...
Americans usually associate the value of optimism with positivity and the value of pessimism with negativity because remaining optimistic seems to be a societal goal. However, optimism and pessimism go hand in hand and they are both needed daily. Susan Bordo wrote an article titled "Beauty (Re)discovers the Male Body" touching on the various perceptions of viewing beauty and art. In this article she utilizes both pessimistic and optimistic views to describe the current beauty industry. Several ideas that can be stemmed from Bordo's writing include how pessimism is usually frowned upon, but it can be helpful; how an overly positive outlook can be toxic; and how to balance pessimism and optimism.
Sarwer, D. B., Grossbart, T. A., & Didie, E. R. (2003). Beauty and society. Seminars in
Overview NARS Cosmetic is a cosmetic company founded by Francois Nars in New York, US in 1994 (Hollywoodnoirmakeup.com, 2012). It is considered as one of the best-selling cosmetics and skincare products company in U.S.A, Canada, Korea, Japan, and Taiwan (Shiseido Co., 2014). Since the demand for cosmetics is growing every year and people are looking for more quality products, the company decided to open a new branch in the Middle East to have more customers and to satisfy them by making the NARS product more easily accessible. The aim of this paper is to indicate the best country among the GCC to open a new NARS Cosmetic branch by studying every country’s feasibility of a new cosmetic branch. We hope this expansion can please our customers and make better reputation in GCC countries,besides increase our profit.
We all know that cosmetics existed thousands of years ago. Cleopatra used a heavy arsenal of beauty aids to help her shake the foundations of the Roman Empire. Yes, cosmetics and perfumes have a long history, but the consumer industry we live in is relatively recent, a creation of the decades 1890 through 1920. The products hawked in the 19th Century by druggists, perfumers, barbers, physicians, and a colorful assortment of other enterprising individuals were primitive by our standards. Certainly, active ingredients were used with abandon, notably arsenic, lead, and mercury. These were products that really made visible differences, and the consumer was well-advised to be wary of the majority of these mysterious concoctions.
.... "The Beauty Industry Promotes Unrealistic Beauty Standards." Not Just a Pretty Face: The Ugly Side of the Beauty Industry. Gabriola Island, BC: New Society Publishers, 2007. Rpt. in The Culture of Beauty. Ed. Roman Espejo. Detroit: Greenhaven Press, 2010. Opposing Viewpoints. Opposing Viewpoints in Context. Web. 4 Mar. 2014.
In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist. ”(Dyer, 1982:6). In its place of following the outdated mantra of beauty- advertising campaigns that endorse an unachievable standard of attraction as the norm, Dove’s campaign has taken a concern that touches the lives of loads of young and old women: self-observation in the face of ads that don’t mirror the realism of women’s looks. Dove is saying that it’s all right to be ordinary, and that you’re not less than for not being what certain advertisers reflect to be flawless.
At the end of 60’s, there were a number of changes in the market and trade structure. A number of financially strong companies brought out new brands of cream and differentiated skincare ranges.
Nivea already has an existing, loyal, international customer base and they are ready for a product to progress with them as their needs change in the twenty first century. There are many facets to the American woman. She is a corporate leader, a devoted wife and mother, and a trendsetter. In order to capitalize on the trend of cosmetic transformations, it is imperative to introduce a product that will not only achieve the results that surgical procedures promise, but to keep it affordable and convenient. Nivea Derma P2 achieves that goal!
The US and Western European markets are reaching saturation- therefore cosmetic companies see the future markets for their products in Central and Eastern Europe, Chi...
In the 1920s, makeup played a vital role especially for women trying to recover from the fears and horrors of the war. After the recession, it lead to an increase of manufacturing new cosmetic products and brands such as Maybelline. As makeup made its debut to the world, stores were opening and slogans such as “try before you buy” just like Gordon Selfridge proclaimed women to get a sense of what products to use along with spreading the word to others if content with the amazing outcome. Face and complexion was considered by most as an important factor for representing beauty of an artificial face. Face powder was very essential because many women wanted to create a light, sandy
Based on the information provided in the L’Oreal case, Yue Sai struggled to grow and capture additional sales in the high-end Chinese cosmetics sector. In the past, L’Oreal attempted to position Yue Sai in several different ways which can be viewed as detrimental to the company image, showing uncertainty as the company struggles to see which positioning strategy will stick. The most recent positioning presented in the case, which desires to “deliver Yue Sai’s longstanding brand promise that ‘Nobody knows Chinese skin better than Yue Sai’”, allows the highest probability of success for the company capitalizing on countless fresh trends in Chinese cosmetics (6). The positioning statement would reflect this new strategy: “For the modern Chinese woman Yue Sai offers a line of high-end cosmetics. Unlike other high-end cosmetics Yue Sai combines traditional Chinese medicine and sophisticated technology adapted to the unique skin type of Chinese women.” Yue Sai saw reasonable success and hope in the new Vital Essential line which utilized traditional Chinese medicine and, therefore, resulted in above average repeat purchases. Continuing to focus the strategy around traditional Chinese medicine should benefit Yue Sai considerably. Another suggested strategy would be to wholly reposition Yue Sai, however this is ill advised. As stated in the case, Yue Sai tried numerous different positioning strategies, which ultimately provided no clear path strategy. Repositioning would show uncertainty in the company, lowering brand value in the eyes of the consumer.
Analysis of the “Dollar Shares” table combined with the “Moisturizer Units Sold” table (on page 309) shows that Plenitude actually leads in the “treatment” category. On the other hand, they are only third when it comes to the “daily” category (see appendix). This all contributes to the fact that Plenitude does not have the mass-market appeal which it needed for the “class of the mass” strategy to work. People viewed L’Oreal as a high-end, a step-up, more expensive and only for older women.
In discussion, it were suggested that the individual him/herself, should approach the dermatologist to do skin checkup, and get suggested the right skin care and beauty products; and the products should be avoided for any skin allergies. This is a better way where the consumers will have a better idea of what needed by their skin and they can consider this when buying beauty products and also to avoid overspend. The consumers also should check for the review of users of the beauty products they planned to buy and visit the government website to check the registered and certified beauty products; and also to report the uncertified one for the government to take action. It will make people aware of brands that do follow the rules set by government and have less side