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The Comparison of the World Leading Beauty Corporations' Marketing Strategies on Emerging and Developed Markets by the Example of Estée Lauder and L'Oreal Companies

Student: Ksenia Kireeva

Supervisor: Irina Kratko

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2018

Nowadays the issue regarding implementation of marketing strategies of international beauty corporations is relevant among both theorists and practitioners. In recent years beauty trends have exploded significantly. New beauty routine appears in people’s day-to-day life. They are more likely to use makeup everyday and are not afraid of beauty experiments. Beauty corporations realize it and start not only creating more products to satisfy existing needs but also creating new needs, small local companies involves into competition. With digitalization and popularization of social media all the changes that happen in the world are spreading rapidly, ways of product promotion have changed dramatically. In such a fast- changing environment it is crucial for a company to understand whether it should adapt marketing elements or standardized. Thus, the current paper would be of a good tool for a beauty company that want to expand its activities abroad, by providing a comparison of world leading beauty corporations marketing processes on developed and developing markets.

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