L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai
Prizes & Awards
2023 The Case Centre Best-selling Classic Case in the Category 'Marketing'
2016 CCMP Best Selling Case in France
Overall Winner of the 2016 Case Centre Awards
2014 Best Marketing Case by the AFM-CCMP
2013 The Case Centre Best-selling Case in the Category 'Marketing'
- Restricted Material for Instructors
The case shows the challenges that even very successful multinational firms experience when doing business in China. Specific topics discussed include: 1. Functional vs. emotional branding. Can all brands become “passion” brands? Should they? 2. Effects of country of origin, national pride, traditions and cultural beliefs in today’s China. 3. Marketing “masstige” (affordable luxury) brands. How to leverage brand heritage while staying current and relevant in a fast-moving market.
- advertising
- European Competitiveness
L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (Chinese)
By Haiyang Yang , Pierre Chandon
L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (French)
Haiyang Yang
Pierre Chandon
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IMAGES
VIDEO
COMMENTS
Yue Sai is L’Oréal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer. Stéphane Wilmet and Ronnie Liang ...