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  • August 2010 (Revised October 2014)
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Herborist

By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang
  • Format:Print
  • | Language:English
  • | Pages:18
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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.)
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About The Author

John A. Deighton

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Related Work

    • August 2010 (Revised October 2014)
    • Faculty Research

    Herborist

    By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang
Related Work
  • Herborist By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang
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