7-13.

Women’s preferences for cosmetics and beauty care vary from the country: Due to the
different beauty standards in various countries, it results in various cosmetics and beauty care.
For example, in Asia, specifically, in China, women preferred to look white and bright skin with
big eyes which associated with wealth. However, in the European countries, women preferred
tan products which fit the beauty standard. For the product preference, it also depends on the
weather. For instance, Japanese women like compact foundation instead of liquid because of the
high humidity.
7-14. Assessing S’s strategy in China, it does make sense to focus on premium brands for several
reasons. First of all, the mass-market cosmetic is shrinking, but the luxury brand is growing
rapidly. As a result, the Lauder company should focus more on the growing market, not the
saturated one. Secondly, the brand should also concentrate on building consumer’s knowledge as

m
er as
well as the premium brand since people might have the money and willing to buy, but they lack

co
eH w
of knowledge about this new brand. Thirdly, after the marketing research from Lauder, it inferred

o.
that Chinese consumer is more willing to invest in relatively expensive product compared to their
rs e
income because they are confident about the future. So with this assessment, Lauder should still
ou urc
have the product position in consumer mind as a luxury brand.
7-15. The best positioning strategy for Shiseido as the company expands in Asia is both high-
o

touch and high-teach. In Asia, Shiseido is viewed as the brand that understands skins issue in
aC s
vi y re

Asian women best. And it also has a reputation of advanced research in several major areas such
as aging product. So both of these facts contributed to on-going consumer mind of Shiseido as
both high-touch and high-tech. More specially, in Japan market, with advanced technology, the
ed d
ar stu

consumers are more aware of new technology and conscious about it.
7-16. I think L’Oreal will succeed in changing buying habit of Brazilian women. Firstly, L’Oreal
has a large R&D team all over the world that created specific products and marketing strategy for
is

each region. For Brazilian women, they preferred to have their product sold door-to-door.
Th

However, L’Oreal can target this problem by making Brazilian women knowledgeable consumer.
In fact, L’Oreal hired personal beauty advisors to educate the customer and build relationships
sh

with them.

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