Peculiarities of Beauty and Personal Care Companies’ Marketing Strategies Applied in Foreign Markets Exemplified by L’Oréal in China, Japan and the United States of America

For the last thirty years of its development, society has witnessed an unprecedented rate of growth, strengthening and globalization of world economies, in virtue by the liberalization of the conditions for doing international business and new channels of promotion and communication. Nevertheless, the international markets’ present level of strength has come to be characterized by modern, digital and localization approaches in accordance with the particular market cultural specifics, rather than overcoming geographic, transport, economic and political barriers. In this regard, research over the peculiarities of international marketing strategies' application by L’Oréal in China, Japan and the USA (the most developed within the industry and technologically advanced markets) from the perspective of standardization and adaptation of product and promotion marketing mix elements on a global scale becomes essential. This master thesis is aimed at identifying the peculiarities of Beauty and Personal Care companies’ marketing strategies in foreign markets.