Product Differentiation Strategy: Beauty Industry & Cosmetics Marketing

Abstract

With the rapid development of technology, brands are facing unprecedented opportunities and challenges. In the highly competitive beauty market, the international first-line brands have always been at the forefront of the major sales lists. International beauty brands have also noticed the huge dividends of the Chinese market and have increased their efforts to explore the Chinese market In recent years. This paper attempts to analyze the breakthrough ways of international first-line beauty brands and domestic minority brands in the era of intelligent media, combined with the classical theories to summarize the advantages and disadvantages of their marketing strategies. By using two cases in different situation, international enterprise (Estee Lauder) and small brand (Florasis), the research states the discussion of "differentiated" and "undifferentiated" marketing strategies and tries to figure out the main strategies fit in the identical companies. Moreover, this paper puts forward the relevant suggestions for optimizing the marketing strategies.