They account for 40 percent of the market and are growing rapidly at an annual rate of 20 percent. L’Oreal’s sales revenues were $384 million in 2004. The firm markets 17 skin care and hair care brands, all imports except for Mininurse and Yue-Sai, a makeup brand bought shortly after the Mininurse deal.
Mininurse, first launched in 1992, is one of China’s best known skin care brands with a 90 percent brand recognition. Recognition was even higher among Mininurse’s target group of younger women: 96 percent.