Chinese Cosmetic Market Research : Case Company: Lumene,Oy

Abstract

With the fast development of Chinese economy, more and more foreign brands want to promote their business to China. In most countries around the world cos-metics have become one of the necessities for people, and it is impossible for one brand to meet everyone’s demands. This research aimed to discover the potential of Lumene, which is a Finnish cosmetic brand, in the Chinese market. The theo-retical framework contains two main parts, which are introduction to consumer behaviour and explanation of brand name strategy. A detailed introduction for the factors which can influence consumer behaviour is given, especially among the Chinese consumers. In the second part the introduction of the method, announce-ments of the Chinese name translation for foreign cosmetic brands is presented. Empirical findings showed that most of results meet the description of theoretical ideas. Chinese cosmetic consumers are more interested in moisturizing and whit-ening products to which Lumene should pay attention. Counters in some shopping malls, supermarkets and online shop are the most popular locations where con-sumers buy cosmetics. The main competitors for Lumene are the other western cosmetic brands in China. And the existing Chinese name of Lumene is not popu-lar in China, which means Lumene should design for a new name.