Case | HBS Case Collection | August 2010 (Revised December 2012)

Herborist

by John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang

Abstract

Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment the market, how to position against global assurances of quality and purity, and how to balance its Chinese heritage claims with claims of modernity. The China skin care market is growing extraordinarily fast. Is that an asset or a liability?

Keywords: Cross-Cultural and Cross-Border Issues; Product Marketing; Product Positioning; Demand and Consumers; Competitive Strategy; Segmentation; Beauty and Cosmetics Industry; China;

Citation:

Deighton, John, Leora Kornfeld, Yanqun He, and Qingyun Jiang. "Herborist." Harvard Business School Case 511-051, August 2010. (Revised December 2012.)