Publications
Publications
- June 2009
- HBS Case Collection
Mary Kay Inc.: Asian Market Entry (B)
By: John A. Quelch
Abstract
By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second most important national market with revenues growing at over 20 percent each year. In contrast, Mary Kay Cosmetics had decided to exit the Japanese market in 2001.
Keywords
Global Strategy; Growth and Development Strategy; Brands and Branding; Emerging Markets; Market Entry and Exit; Beauty and Cosmetics Industry; Asia; China
Citation
Quelch, John A. "Mary Kay Inc.: Asian Market Entry (B)." Harvard Business School Supplement 509-067, June 2009.