Lancome and the Cosmetics Industry

Lancome and the Cosmetics Industry

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Lancome and the Cosmetics Industry

Rich Experience in cosmetics industry
Lancôme has been established in cosmetics market since 1935. Lancôme products have great varieties. Its products include skincare, makeup and fragrance products. In this way, Lancôme's experience of producing many different kinds of cosmetics products has been accumulated for 66 years. This remarkable achievement can make the customers more confident of its products.

Guaranteed Product Qualification
In order to improve the quality of all its products, Lancôme setup several research centers which collaborate with the international medical community to deepen its understanding of skin. Also, there are more than 2000 experts working there who are professional in innovating and developing products in respond to either problematic skin or normal skin.

High Reputation and Professional Image
These two strengths has not been only established by rich experience and large scale of research centers but also promoted by famous model, a unique symbol and institutes. Firstly, the famous models are regarded as intelligence, beauty and spiritual symbols in society, for example, Uma Thurman and Isabella Rosselini. They contributed much in developing and promoting the elegant and professional image of Lancôme's products. Moreover, the unique symbol, Lancôme Fragrance Rose, help to establish a unique and easy to be remembered image of Lancôme. Furthermore, Lancome setup an institute to provide the customers with comprehensive services such as body, skin treatment, massages and lessons in order to enhance its professional image.

Weakness

Lack of experience in youngster cosmetics market
Despite the rich experience of producing cosmetics products for adult, Lancôme is a new entrant in youngster cosmetics market. This may negatively affect the customers confident of Lancôme products.

A fixed and inflexible image
Lancôme professional image has been established for about 66 years. Also there is no change in the image and it has been fixed during this period. This image is mainly designed for targeting adult but not youngster. In order to develop youngster cosmetics market, Lancôme need to setup a new product line or image, which other
competitors originally possess.

Threat
Keen Competition in Cosmetics Market
Recently, the competition in cosmetics market has been very keen. Many cosmetics companies such as Fancl, MaxFactor and Shisheido have started to promote their products by all kinds of media. In order to survive, Lancôme has to develop a new product line to diversify its customer type.

Strong Competitors in youngster cosmetics market

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