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L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

Published 07 May 2013
Reference 5960
Topic Marketing
Region Asia
Length 26 page(s)
Language English
Prizes & Awards

2023 The Case Centre Best-selling Classic Case in the Category 'Marketing'

2016 CCMP Best Selling Case in France

Overall Winner of the 2016 Case Centre Awards

2014 Best Marketing Case by the AFM-CCMP

2013 The Case Centre Best-selling Case in the Category 'Marketing'


Yue Sai is L’Oréal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer. Stéphane Wilmet and Ronnie Liang, Yue Sai’s marketing director, must reconsider everything from Yue Sai’s value proposition down to its media, price, product, and distribution strategies.

Video presentation of the case in Chinese on Youku

Teaching objectives

The case shows the challenges that even very successful multinational firms experience when doing business in China. Specific topics discussed include: 1. Functional vs. emotional branding. Can all brands become “passion” brands? Should they? 2. Effects of country of origin, national pride, traditions and cultural beliefs in today’s China. 3. Marketing “masstige” (affordable luxury) brands. How to leverage brand heritage while staying current and relevant in a fast-moving market.

  • marketing
  • China
  • branding
  • advertising
  • cosmetics
  • luxury
  • beauty
  • Q31213
  • European Competitiveness
  • Europe
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