The consumer division years (2004-2006)
Because Yue Sai had such a wide distribution and a moderate price, it was first assigned to the consumer-product division (CPD) of L’Oreal China. CPD tried to apply the marketing strategy that had proven so successful worldwide for L’Oreal Oaris, a mix of scientific improvements, celebrity-driven glamour and wide accessibility. Yue Sai was priced slightly below L’Oreal Paris, new products were launched annually, and the brand continued to be distributed in a variety of channels. Communication focused on technology, featured beautiful Chinese actresses and models (See Exhibit 9), and was inspired by the L’Oreal Paris ads (see Exhibit 7).
The consumer division years (2004-2006)
Because Yue Sai had such a wide distribution and a moderate price, it was first assigned to the consumer-product division (CPD) of L’Oreal China. CPD tried to apply the marketing strategy that had proven so successful worldwide for L’Oreal Oaris, a mix of scientific improvements, celebrity-driven glamour and wide accessibility. Yue Sai was priced slightly below L’Oreal Paris, new products were launched annually, and the brand continued to be distributed in a variety of channels. Communication focused on technology, featured beautiful Chinese actresses and models (See Exhibit 9), and was inspired by the L’Oreal Paris ads (see Exhibit 7).
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