YUE SAI
Q #1
Situation facing Yue Sai
Q #2
Sub Brand - Yue Sai by L'Oreal
Increase customer awareness/perception (Ex 15)
Current L'Oreal Portfolio
Q #3
Focus on TCM... ingredients
Will be good for Chinese Men sales potential
Mostly Skincare historically, younger generation (mid 20's) more receptive to Cosmetics.
Renewed interest in heritage and traditions... TCM aka natural ingredients demand increasing
Sub Branding has been successful - ex. Shang Xia (Hermes)
Consumers increasingly knowledgeable on brands and quality
World's largest cosmetics company, $19.5B sales
"Beauty for All" - CPD & LPD. Yue Sai bounced around
Cheaper... costs to have celebs
Q #4
Target Tier 1 cities, higher disposable income
Promotion through Social Media: Weibo
FOCUS: Natural Ingredients. LPD works, higher prices keep sales up (despite lower volume)
Needs (Emotional) Wellness, Therapeutic Value, (Life Changing) Affiliation,