L'Oreal Paris to enter the Chinese market so far, with its distinctive and elegant brand image, together with the world's top actors, models interpretation of the enthusiasm, displayed to the public, "the Paris L'Oreal, you have a worthwhile". At present, the country has nearly 100 large and medium-sized cities, department stores and supermarkets to set up a special counter to the image of nearly 400, with a professional beauty consultant for the overwhelming majority of Chinese women provide a full range of skin care, color cosmetics, hair type, and other related services, deep By consumers. Recalling the success of the above-mentioned results, depends on the company L'Oreal unique market segmentation strategy.
First of all, from the use of products targeted for market segmentation, is divided into ordinary consumers to use cosmetics, use of professional cosmetics, professional cosmetics used mainly refers to the professional beauty salon, and other establishments used by the product.
Second, the company will make products for sub-species, such as color cosmetics, skin care, hair conditioner, and so on, at the same time, each of the species in accordance with the make-up position, color, and so a further breakdown, such as human body parts in accordance with different color will be Into lipstick, eye, eyelashes Gaodeng; lipstick on again, according to the further broken down into the color pink, red, colorless and so on, In addition, in accordance with the nature of the differences in lipstick divided into moisture-bright type, moisture Type and so on. So broken down step by step, light Maybelline lipstick reached more than 150 kinds, and each remained 1-2 months to market new models, which will be sub-varieties of cosmetic products reached almost to the limit.
Then, according to the vast Chinese characteristics, in view of the North and South, East and West regional climate, customs, and cultural differences, people have a clear preference for the cosmetic differences. If the South because of high temperatures, people generally do less sun like the use of equipment or decorative light and therefore more inclined to light equipment; and the North due to the dry climate, as well as cultural practices because of the generally prefer thick loaded. The same things because of the economic area, concepts, such as climate factors, the people's cosmetics are also different. So L'Oreal Group is acutely aware of this, according to the different regions of the main product.