Jung Min Kim
Estee Lauder in China
Estee Lauder is a world leading American manufacturer, known for their skincare, makeup, fragrance, and hair care products. Estée Lauder and Joseph Lauder founded the company in 1946 at the heart of New York City. Estée Lauder Companies’ top brands include Aveda, Bobbi Brown, Clinique, Coach, Donna Karen, Estée Lauder, Jo Malone London, LAB series, La Mer, MAC, Michael Kors, Ojon Origins, Osiao, Smashbox Cosmetics, Tommy Hilfiger, Tom Ford, Tory Burch, and Ermenegildo Zegna. The products are sold in over 150 countries.
Recently, Estee Lauder launched a new brand called “Osiao”. From the sound of the name, you can probably tell that this brand is made for Asia. China was already exposed to Estee Lauder and other main brands, however the company wanted to create a separate brand just for Asians. They are known as the American company rather than the country’s brand. The brand gives a sense of being local and also a brand that is reliable to Asian consumers. To create a different home like feel, Estee Lauder decided to launch Osiao, a luxurious skin care line. According to New York Times, the skin care brand directly caters to customers in Asia.
In researching and developing Osiao, the company developed the research in Shanghai and manufactured it a Japan. This was the first ever beauty brand created under Mr. Freda, a previous Procter & Gamble executive. He then took the position as Lauder’s president and became chief executive in 2009. The brand is dedicated to skin care and not perfumes and color cosmetics because Asians tend to focus on skin more. The products needed to differ from their original products. Replacing the ingredients with Asian ingredients, such as the Asiatic Pennywort herb, ginseng, and ganoderma, did this. The company researched most of the local people in China. They did this by studying the different types of Asian skin and testing the products on thousands of women in Hong Kong, Mainland...
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