Case Solution

John Deighton, Leora Kornfeld, Yanqun He, Qingyun Jiang
Harvard Business School ()

Global brands such as L’Oreal and Oil of Olay dominate the Chinese skincare market. After some successes in partnership with Sephora in Europe, a Chinese national brand seeks to challenge the position of the French and US brands in the Chinese market. It has to decide how to segment the market, how to position itself against global guarantees of quality and purity, and how to reconcile its claims of Chinese heritage with claims of modernity. The Chinese skin care market is growing very fast. Is that an asset or a liability?

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