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Awards\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2014 Best Marketing Case by the AFM-CCMP\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2013 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                  \u003C\/div\u003E\n            \u003C\/div\u003E\n          \u003C\/div\u003E\n        \n        \u003Cdiv class=\u0022individual-main-block\u0022\u003E\n          \u003Cdiv class=\u0022page-content-tab\u0022\u003E\n                          \n              \u003Cul class=\u0022nav nav-tabs gradient-border-left-right\u0022 id=\u0022sortable_tab\u0022 role=\u0022tablist\u0022\u003E\n                \u003Cli class=\u0022active nav-item\u0022\u003E\u003Ca 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id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EYue Sai is L\u2019Or\u00e9al\u2019s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L\u2019Or\u00e9al China, has made it a point of honor to turn the brand around. He has asked St\u00e9phane Wilmet, the brand\u2019s new general manager, to come up with a turnaround plan that will restore L\u2019Or\u00e9al\u2019s reputation in China as the world\u2019s best cosmetic marketer. St\u00e9phane Wilmet and Ronnie Liang, Yue Sai\u2019s marketing director, must reconsider everything from Yue Sai\u2019s value proposition down to its media, price, product, and distribution strategies.\u003Cbr\u003E\u003Cbr\u003E\u003C\/p\u003E\n\u003Cdiv style=\u0022text-align:center;\u0022\u003E\n\u003Ciframe width=\u0022560\u0022 height=\u0022315\u0022 src=\u0022https:\/\/www.youtube.com\/embed\/hszvLUBKOJg\u0022 frameborder=\u00220\u0022 allow=\u0022accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\u0022 allowfullscreen\u003E\u003C\/iframe\u003E\u003Cp\u003E\u003Cbr\u003E\u003Cbr\u003E\u003Cbr \/\u003E\n\u003Cb\u003EVideo presentation of the case in Chinese on Youku \u003C\/b\u003E\u003Cbr\u003E\u003C\/p\u003E\n\u003Ciframe allowfullscreen frameborder=\u00220\u0022 height=\u0022498\u0022 src=\u0022\/\/player.youku.com\/embed\/XODY3NjQ2OTc2\u0022 width=\u0022510\u0022\u003E\u003C\/iframe\u003E\u003C\/div\u003E\n\u003Cp\u003E\u003Cbr\u003E\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThe case shows the challenges that even very successful multinational firms experience when doing business in China. Specific topics discussed include:\u003Cbr \/\u003E\n1. Functional vs. emotional branding. Can all brands become \u201cpassion\u201d brands? Should they?\u003Cbr \/\u003E\n2. Effects of country of origin, national pride, traditions and cultural beliefs in today\u2019s China.\u003Cbr \/\u003E\n3. Marketing \u201cmasstige\u201d (affordable luxury) brands. How to leverage brand heritage while staying current and relevant in a fast-moving market.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              China\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              branding\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              advertising\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              cosmetics\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              luxury\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              beauty\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q31213\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               European Competitiveness\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Europe\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-47101\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-47106\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                              \u003C\/div\u003E\n                        \u003C\/div\u003E\n\n\n        \u003C\/div\u003E\n\n\n      \u003C\/div\u003E\n      \u003Cdiv class=\u0022col-lg-4 col-md-4 insead-white individual-right-sidebar\u0022\u003E\n\n                  \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n            \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                              Related Material\n                          \u003C\/span\u003E\n            \u003Chr\u003E\n            \u003Cdiv class=\u0022related-cases-list-block\u0022\u003E\n                              \u003Cdiv class=\u0022field--item\u0022\u003E\n                  \n\n\n\u003Cdiv about=\u0022\/case\/loreal-china-marketing-strategies-turning-around-chinese-luxury-cosmetic-brand-yue-sai-chinese\u0022 class=\u0022node node--type-case-study node--view-mode-teaser-minimal clearfix case-study-teaser-minimal\u0022\u003E\n  \u003Cdiv class=\u0022case-minmal\u0022\u003E\n          \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan class=\u0022green-april-text text-uppercase\u0022\u003E\u003C\/span\u003E\u0026nbsp;CASE STUDY\u003C\/p\u003E\n        \u003Cdiv\u003E\n                    \u003Cimg class=\u0022lang-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/language_icons\/Chinese.png\u0022 alt=\u0022extra\u0022 title=\u0022Chinese translation\u0022\u003E\n                                  \u003C\/div\u003E\n  \u003C\/div\u003E\n  \u003Cp class=\u0022font-size-16 recently-viewed__title mb-2 green-october-text\u0022\u003E \u003Ca class=\u0022green-october-text\u0022 href=\u0022\/case\/loreal-china-marketing-strategies-turning-around-chinese-luxury-cosmetic-brand-yue-sai-chinese?src=related-case\u0022 rel=\u0022bookmark\u0022\u003E\u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EL\u2019Or\u00e9al in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (Chinese)\u003C\/span\u003E\n\u003C\/a\u003E\n  \u003C\/p\u003E\n\n      \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan 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class=\u0022btn-group case-document-link\u0022\u003E\n            \u003Cdiv class=\u0022button-block\u0022\u003E\n              \u003Ca class=\u0022btn green-february-text btn-square green-august btn-group case-document-link mb-2\u0022\n                href=\u0022\u0022 target=\u0022_blank\u0022\u003E\n                Preview as an Educator \u003Ci\n                  class=\u0022fa icon-square fa-share\u0022\u003E\u003C\/i\u003E\n              \u003C\/a\u003E\n              \u003Ca class=\u0022btn green-february-text btn-square green-august\u0022\n                href=\u0022\u0022 target=\u0022_blank\u0022\u003E\n                Preview as a Student \u003Ci\n                  class=\u0022fa icon-square fa-share\u0022\u003E\u003C\/i\u003E\n              \u003C\/a\u003E\n            \u003C\/div\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\n                \u003C\/div\u003E\n                            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class=\u0022green-october-text\u0022 href=\u0022\/case\/loreal-china-marketing-strategies-turning-around-chinese-luxury-cosmetic-brand-yue-sai-french?src=related-case\u0022 rel=\u0022bookmark\u0022\u003E\u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EL\u2019Or\u00e9al in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (French)\u003C\/span\u003E\n\u003C\/a\u003E\n  \u003C\/p\u003E\n\n      \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan class=\u0022green-april-text\u0022\u003EBy\u003C\/span\u003E\u0026nbsp;\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/haiyang-yang\u0022 hreflang=\u0022en\u0022\u003EHaiyang Yang\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/pierre-chandon\u0022 hreflang=\u0022en\u0022\u003EPierre 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class=\u0022modal-content\u0022\u003E\n        \u003Cdiv class=\u0022modal-header green-august\u0022\u003E\n          \u003Cspan class=\u0022modal-title\u0022\u003EFree Trial\u003C\/span\u003E\n          \u003Cbutton type=\u0022button\u0022 class=\u0022close\u0022 data-bs-dismiss=\u0022modal\u0022\n            aria-label=\u0022Close\u0022\u003E\n            \u003Cspan aria-hidden=\u0022true\u0022\u003E\u00d7\u003C\/span\u003E\n          \u003C\/button\u003E\n        \u003C\/div\u003E\n        \u003Cdiv class=\u0022modal-body\u0022\u003E\n          \u003Cdiv class=\u0022btn-group case-document-link\u0022\u003E\n            \u003Cdiv class=\u0022button-block\u0022\u003E\n              \u003Ca class=\u0022btn green-february-text btn-square green-august btn-group case-document-link mb-2\u0022\n                href=\u0022\u0022 target=\u0022_blank\u0022\u003E\n                Preview as an Educator \u003Ci\n                  class=\u0022fa icon-square fa-share\u0022\u003E\u003C\/i\u003E\n              \u003C\/a\u003E\n              \u003Ca class=\u0022btn green-february-text btn-square green-august\u0022\n                href=\u0022\u0022 target=\u0022_blank\u0022\u003E\n                Preview as a Student \u003Ci\n                  class=\u0022fa icon-square fa-share\u0022\u003E\u003C\/i\u003E\n              \u003C\/a\u003E\n            \u003C\/div\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\n                \u003C\/div\u003E\n                          \u003C\/div\u003E\n          \u003C\/div\u003E\n        \n        \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n          \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                          About the Author(s)\n                      \u003C\/span\u003E\n          \u003Chr\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/haiyang-yang\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Haiyang\u0026nbsp;Yang\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  \n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Pierre-Chandon-12773_88.jpg\u0022 alt=\u0022Chandon\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/pierre-chandon\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Pierre\u0026nbsp;Chandon\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]