A Study On The Experience Of International Cosmetics Brand Building

By analyzing the eighteen cosmetics brands introduced in Encyclopedia of Consumer Brands (1994), the paper aims to reveal the brand-building characteristics of the international cosmetics brands. In addition, this research uses the related information which is listed on the websites of the mentioned eighteen brands. The author tries to sum up the experience of the eighteen international cosmetics brands, so as to contribute some operable methods to the development of brand-building of China's cosmetics enterprises. The involved brands are as follows: Avon, Bain de Soleil, Chanel, Chap Stick, Coppertone, Cover Girl, Estee Lauder, Hawaiian Tropic, Johnson's, L'oreal, Max Factor, Maybelline, Neutrogena, Nivea, Noxzema, Oil of Olay, Pond's, Revlon.The analyzing results show that the international cosmetics brands share some common characteristics in brand-building: (1) having a long brand history;(2) origin from the developed countries and areas; (3) having unique brand names and the corresponding logos; (4) scientifically targeting and positioning; (5) possessing core products or technology and emphasizing on innovation; (6) believing the power of advertising; (7) using other useful marketing promotion methods; (8) adopting the right distribution channels; (9) accessing the recognition of the related agencies; (10) attaching great importance to the expansion in other foreign counties.