Options
L'ORÉAL'S INTERNATIONAL STRATEGY: THE SUCCESS AND CHALLENGES OF LANCÔME BRAND IN THE CHINESE MARKET
Date Issued
2025-06
Author(s)
Guan, Xin Tong
Abstract
his study analyzes the effectiveness of Lancôme's localization strategy in the Chinese
market, and explores how international brands can win recognition and achieve sustainable
development in a highly competitive market. Against the backdrop of a fast-growing Chinese cosmetics market that is facing the challenges of rising local brands, shifting consumer preferences, and digital marketing, the study employs the Howard Sheth model, combined with in-depth interviews with 16 female consumers, to analyze their purchasing decisions and feedback on localization strategies. The study finds that Lancôme's technological attributes and social media communication have significantly improved brand perception, but the issues of cultural adaptation and price sensitivity still need to be optimized. Consumers generally perceive its high-end technology positioning as contradictory to local needs, and suggest
differentiated pricing, deepening of local cultural elements, and emotional marketing to
enhance affinity. The conclusion suggests that international brands need to find a balance
between ""high-end technology"" and ""local affinity"", and respond to the complex challenges of the market through flexible pricing, in-depth localization and upgrading of the omni-channel experience.
market, and explores how international brands can win recognition and achieve sustainable
development in a highly competitive market. Against the backdrop of a fast-growing Chinese cosmetics market that is facing the challenges of rising local brands, shifting consumer preferences, and digital marketing, the study employs the Howard Sheth model, combined with in-depth interviews with 16 female consumers, to analyze their purchasing decisions and feedback on localization strategies. The study finds that Lancôme's technological attributes and social media communication have significantly improved brand perception, but the issues of cultural adaptation and price sensitivity still need to be optimized. Consumers generally perceive its high-end technology positioning as contradictory to local needs, and suggest
differentiated pricing, deepening of local cultural elements, and emotional marketing to
enhance affinity. The conclusion suggests that international brands need to find a balance
between ""high-end technology"" and ""local affinity"", and respond to the complex challenges of the market through flexible pricing, in-depth localization and upgrading of the omni-channel experience.
File(s)
No Thumbnail Available
Name
Master dissertation-Phoebe20250619 - Xintong Guan.pdf
Size
815.91 KB
Format
Adobe PDF
Checksum
(MD5):290c157846eee8ab1052db562bfecedf