L'Oreal Group In China 's Brand Marketing Research

Since the reform and opening up, China’s cosmetics market is booming. China has grown to become the second largest consumer of cosmetics preceded only by the US. And the gap of per capita consumption with developed countries is very far, so its potential is enormous, which provides a favorable development opportunity for many international and domestic cosmetics companies. Therefore, competition in the China’s cosmetics market is very complex and intense. In products, features, promotions and other aspects of serious homogenization of today, in order to adapt to the requirements of the fierce competition in the cosmetics market and maintain their competitive advantage, we must pay attention to the unique role of the brand. How to cultivate a strong brand cosmetics, and won more market focus and expand market share, and thus sell more product, is the actual problem many companies need to face today.In this paper, the theory of brand marketing analysis framework, mainly study the overall situation of brand marketing of L’Oreal Group as the world’s largest cosmetics company in the Chinese market. The role of brands in the cosmetics market competition is becoming increasingly important. So it has important significance to analyze the L’Oreal Group’s brand operation and management for China’s domestic cosmetics companies in brand marketing.