Herborist

Posted: 16 Mar 2012

See all articles by John Deighton

John Deighton

Harvard Business School - Marketing Unit

Leora Kornfeld

Harvard Business School

He Yanqun

Fudan University

Jiang Qingyun

Fudan University

Date Written: March 21, 2011

Abstract

Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment the market, how to position against global assurances of quality and purity, and how to balance its Chinese heritage claims with claims of modernity. The China skin care market is growing extraordinarily fast. Is that an asset or a liability?

Suggested Citation

Deighton, John and Kornfeld, Leora and Yanqun, He and Qingyun, Jiang, Herborist (March 21, 2011). Harvard Business School Marketing Unit Case No. 511-051. Available at SSRN: https://ssrn.com/abstract=2022005

John Deighton (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States

Leora Kornfeld

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

He Yanqun

Fudan University ( email )

600 Guoquan Rd
Shanghai, 200433
China

Jiang Qingyun

Fudan University ( email )

600 Guoquan Rd
Shanghai, 200433
China

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