Shuo Zheng(Jenny)
Yucheng Xia
Jinni Feng
History
• In 1907, set up by Eugène Schueller
• In 1973, purchased Synthélabo
• In 2006, The Body Shop , £652
million
• 3−100 − 1,000 − 2,000 chemists
• 500 brands
Industry Analysis
• Global Issues
• Future Trends
Global Issues
• Environmental factors
• Natural materials
• Animal experiments
• Economic factors
Animal experiments
Future Trends
• Focus on skin care
• Nutrition, health
• Outside to inside
• Men began to make up
• Virtual experience program
Other
Perfumes 3%
11%
Skincare
26%
Hair
colourant
s
16%
Make-up
20%
Haircare
24%
Global Expansion
• Key Figures
• Acquisition
• Challenges&Problems
Key Figures
Eugène Schueller
Francois Dalle
Lindsay Owen-Jones
Acquisition
Maybelline
Soft Sheen and Carson
Soft Sheen/Carson Company
Shu Uemura
Kiehl
MiniNurse
Yue-Sai
Maybelline
Nail Polish
_____________________________________________________________________________
Eyelash Grower
SoftSheen ∙ Carson
African Americans
Africa
Kiehl’s Store
face
body
sun
hair
pets
men
fragrance
baby
The third biggest cosmetic company in China
Lower-middle consumers
Lower-middle market in China
Challenge & Problems
• Example:
Maybelline’s Crystal Lipsticks
• Unclear brand logo
Company Analysis
Strengths:
• Strong brand portfolio and brand position
• Core products and an uniform price
• Accurate and excellent market positioning
In-depth R&D centers
Weakness:
• Decentralized organization structure
• Small revenue growth in North America
• Slow growth in its long-range revenue
Opportunity:
• Acquisitions and diversification-enlarge the
customer base
• Keep optimistic on Asian market
• Break into the field of low-end
• Development in African market
Threats:
• Well-known brands in the international market
• Local cosmetic companies
• Cultural differences
Competitors
• Founded by Gabrielle Chanel in Paris, France
in 1913
• 80 years history
• No.5, first perfume, in 1921
• “When you can not find the right clothing,
wearing a Chanel suit on.”
• Clothing, bags, perfumes, cosmetics, jewelry,
accessories
• Founded by Christian Dior, in France, in 1946
• Fashion clothes, underwear, perfume, skin care,
cosmetics, jewelry
• The first perfume − Miss Dior, in 1947
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International cosmetics brand for women
David McConnell, in New York, in 1886
122 years history
“Trust, respect, belief, humility, integrity”
Beauty counter, franchised stores, retail stores,
and bagmen
• 4000,000 sell delegates all over the world
• 60% of its sales from overseas
• Estee Lauder, in USA, in 1946
• Revolutionary perfume—Youth-Dew, in 1953
• Skin care, color cosmetics, perfume
• Clinique, Aramis, Bobbi Brown, Tom Ford,
Tommy Hilfiger
• About 12,000 employees and over 100
countries
• USA, Australia, Belgium, Canada, England
and Switzerland
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Pharmacy , Fukuhara, in Ginza Tokyo, in 1871
Entered the cosmetic industry, in 1891
Design department, in 1916
Foreign markets, in 1957
First perfume—Zen, in 1965
Teenage girls—Reciente Series
20-year-old—Ettusais Series
Middle-aged women—Elixir Series
Over 50 years women—Revival Series
NIVEA
• A Germany company, Beiersdorf, in
1911
• “NIVIUS”, means white
• “Research, innovation, high quality”
• Body care, face care, sunscreen, lip
maintenance, personal cleansing,
men’s care
• Skin care brand of P&G
• Skin care and bath series
Recommendations
• Short term
Advertising
Gifts
R&D
• Long term
African market
Merge
Research outside Europe & U.S.
Management division
R&D in North America
Expansion of sales channels
Conclusion