Cross-cultural marketing of beauty products in countries with cultural and religious differences

Abstract

With a focus on Islam, Judaism and Hinduism, this study examines the marketing of beauty products in nations with diverse cultural and religious practices. It examines how international beauty companies such as L'Oréal, Procter & Gamble and Garnier have developed tactics to modify their products, advertising, pricing strategies and distribution methods to appeal to the cultural and religious values of these different regions. The results show that effective marketing in these environments requires a deep understanding of local religious and cultural sensitivities. Companies are adopting different strategies, such as developing halal or kosher certified products, using traditional raw materials, introducing different models with local physical characteristics and coordinating promotions with religious holidays. They are also building an efficient distribution system to facilitate customer access. On the other hand, affordability and purchasing power are two factors that are considered when designing pricing strategies and promotions that respond to the needs of each market. By aligning their marketing strategies with local ideas and values, companies can establish themselves as notable members of their communities, build brand loyalty and increase market share.