Today, the cosmetics market is a particularly flourishing market. New firms are emerging and being introduced to this growing market. Makeup has become a consumer product, and has declined as a luxury item, as it is now distributed by major brands.
This product, which is a must for most of the fairer sex, is present on all continents. However, every continent has its own culture, which is sufficient to determine some of the habits of individuals with respect to makeup. As a result, large companies develop many foreign subsidiaries to adapt to unique consumers.
However, while cultural diversity is an asset for the world's population, it is also causes great complexity for enterprises that need to comprehend most of these new markets by adapting their products to these cultural constraints which have been present for ages.
The global market for beauty has been transformed by a strong momentum, and is now estimated at 140 billion Euros. The average expenditure is increasing, and the development of emerging markets (where the purchasing power of the middle class is growing) is allowing industry leaders to find new sources of growth.
This sector mainly concerns new individuals, whose choices are induced by a changing society, which lays stress on appearances, the fight against aging, pursuit of youth, the cult of the body and well-being, and the desire to be healthy. As a result, people are buying more and more beauty products. Women remain the main customers in this sector, but over the years, men have significantly increased their consumption. Besides women are also buying more and more products for their offspring. Thus, we are now witnessing the birth of new product lines for men and children.
Makeup has become a fixture of cosmetics, and more so, eye makeup. Indeed, after the lipstick, eye shadow and mascara are the cosmetics which are the most purchased. Remember also that the face is the first part of the body of individuals that we look at, and through which we make a first impression of the people we encounter.
Makeup, essentially eye makeup, is just as important aesthetically and symbolically. As a result, the globally shared practice is still subject to the norms and cultures of each, resulting in a real diversity in make-up, either because of the colors chosen, the products used or its analyzed place in society.
Two main lines of differentiation can be established to better reflect the cultural diversity of make-up:
- The degree of industrialization of the country or geographical area: This is the real divide between the industrialized and industrializing countries, where the weight of culture is often predominant.
- The geographical area in itself, through the five great cultural such as: North America, South America, Europe, Asia and Africa.
Tags: L'Oreal expansion strategy, cosmetics market, globalization, eye makeup
[...] The rapid growth of L'Oreal is due to the purchase of cosmetics brands, which gives it new life, and helps change the marketing strategy before launching them worldwide. In North America, specifically the United States, L'Oreal acquired the brand Kiehl's in 2000, with the aim of deploying the brand worldwide. Already well established in the United States, it is also present in London and Paris. L'Oreal wants to develop the products of the brand in Asia by adapting to local needs, especially since the references of Kiehl's have a medicinal tone. [...]
[...] Two main lines of differentiation can be established to better reflect the cultural diversity of make-up: - The degree of industrialization of the country or geographical area: This is the real divide between the industrialized and industrializing countries, where the weight of culture is often predominant. - The geographical area in itself, through the five great cultural such as: North America, South America, Europe, Asia and Africa Contemporary Western societies In industrialized countries, makeup is a way to beautify the face or to improve one's image. [...]
[...] Russia and the Baltic States: Northern Asia is a far cry from the Asian culture of the East Coast, as weather conditions and other geographical parameters as well as cultural histories of these countries are different. In these countries, make-up is quite high, and the eyes are also often excluded. Indeed, the population has a very sleek appearance. The Southwest coast has makeup characteristics which are very different from that of the East Coast. In India, makeup is seen as an additional adornment to sublimate the physical features of females. [...]
[...] His prediction proved correct, and e-commerce of cosmetics saw unprecedented success around the world, especially in regions where physical sales outlets are not accessible easily Implementation in Africa The African market for cosmetics is booming, with an annual growth of and a peak of 65% for South Africa. For all companies, Africa is essentially an export market, but governments want more than cosmetic firms to be implanted locally and create jobs. Given the size of the African market, some giants such as L'Oreal have already attained this wish. [...]
[...] We can thus understand the cultural imprint around the make- up and therefore the diversity of its uses better, by studying its history. Cleopatra, Nefertiti: timeless and enigmatic beauty The oldest cosmetics were found in the tombs in Egypt, and date back to the 1st Dynasty (c. 3100-2907 BC.). Initially, face and body painting was reserved for priests, and the funeral rites that kept their precious secrets. It consisted of medicinal plants and was lent therapeutic qualities such as protection against the wind and sand or prevention of ophthalmia. [...]
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