International Marketing Essay -- Cosmetics Make-up Business Essays

International Marketing The Cosmetics Industry Estee Lauder vs. Shiseido Cosmetics Introduction  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  The cosmetics business is a billion dollar industry. Every year, women are responsible for consuming millions of cosmetic products. The cosmetics industry is so large because of several factors. The media is a huge contributor to the intense pressure to look a certain way. The idea that â€Å"sex sells† is evident in gossip magazines, movies, advertisements, music, and more subtly- in the business world. People first notice what race someone is, how beautiful or ugly they are and what clothes they are wearing. Beauty is skin deep; however, first impressions are usually what others use to base their personal judgments. In the business world, people are expected to dress appropriately and carry themselves appropriately. Studies reveal that better looking people on average earn more than their peers. Obese applicants are discriminated against because of their larger appearance. Sadly, how one dresses and appears is often the determinant of the amount of respec t one receives.   Ã‚  Ã‚  Ã‚  Ã‚  Cosmetics can pessimistically be seen as a group of products which feeds on either people’s insecurities or egos. Optimistically, cosmetics can be a product which helps us bring our best face forward. The desire to look beautiful, young, and sexy does not only apply to women, but men as well. Cosmetic companies are highly competitive with one another. To remain competitive, companies feel the pressure to come out with innovative products. In the past few years, cosmetic companies are expanding their product lines to include products for men.   Ã‚  Ã‚  Ã‚  Ã‚  In addition to music, beauty is also the universal language. The popularity of cosmetics in China is growing with the economy. The government’s change towards a more market-based economy has opened flood gates of opportunities for its people and foreign companies. Cosmetic companies in the industry have seen an overall growth. Personal Experience   Ã‚  Ã‚  Ã‚  Ã‚  My travels in China resulted in an increased awareness of the similarities and differences that I have from mainland Chinese women. In my observations, I can confidently say that most women in China do not wear makeup on a daily basis compared to women from America. I believe this has to do with cultural differences and economic differences. In America, having sex a... ...emographics and current cultural trends. If Shiseido or Estee Lauder wishes to expand their men’s product line in China, they should set up a few kiosks in the larger cities. Price   Ã‚  Ã‚  Ã‚  Ã‚  Estee Lauder and Shiseido’s pricing are about the same as one another. Shiseido creates value by understanding their customers and offering a high quality product at a deserving price. Shiseido keeps their customers in mind and aims to create products that fit their needs. The factors which affect the final prices of the product are the raw material costs, research and development expenses, distribution fees, and any tariffs charged during international trade.   Ã‚  Ã‚  Ã‚  Ã‚  At the current prices, it is not yet affordable for the most Chinese women or men to buy cosmetics from Shiseido or Estee Lauder. Americans on average are in more of a position to afford these cosmetics. However, there is much anticipation and expectation for businesses to grow with China’s expanding economy. Works Cited Estee Lauder Corporation. Esteelauder.com. 29 Jun. 2005 . MarketResearch.Com. 1 Jul. 2005. â€Å"Cosmetics & Toiletries in China: A Market Analysis.† . Shiseido Corporation. Shiseido USA. 29 Jun. 2005 .