Research On Brand Sharping Of Domestic Cosmetics

As the rising of people's living standard and constant pursuit of beauty, cosmetics has increasingly become a part of everyday life. Cosmetics market in China is the fastest growing and the most potential market, and the international brand remained dominant in the fierce market competition, obtain the most part of the market share and profit, but our country lacks brands that can compete with them. Lacking of high-end brand and strong brand is the big barrier that blocks the development of cosmetics industry in our country. Based on this, this article chooses homebred cosmetics brand shaping as the research object,expected to promote the brand competitive ability of homebred cosmetics and provide the beneficial reference through this research.This article uses the method of questionnaire analysis, the method of comparsion analysis, the method of case analysis and other methods, on the bases of carding the research results of cosmetics brand and the current situation of homebred cosmetics market, according to the survey results, through the comparative analysis of domestic and international cosmetics brand shaping ,this paper aimed at the existed problems in domestic cosmetics brand shaping, and then describes ideas and countermeasures on shaping homebred cosmetics brand from the brand orientation, brand personality, brand extension , brand communication and so on. Finally this article makes Shanghai jahwa's brand Herborist as a case study to prove the viewpoint,and give some advice to domestic cosmetics brand shaping.Facing the fierce competition and ever-changeing cosmetics market, domestic cosmetics only way to go is having their own brand, then shape the brand image, strengthen the brand characteristics and establish a strong competitive advantage, so enterprise development can be sustained.