Publications
Publications
- August 2010 (Revised October 2014)
- HBS Case Collection
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 October 2014.) (request a courtesy copy.)