A Study Of Management And Development Of Cosmeceuticals In Skin-care Products Industry

With the rapid growth of the economic strength,China has became the third biggest cosmetic maket in the world.Annual growth rate of skincare sales,which occupies a large proportion of cosmetic,even ranked first in the world.At present,the market brand skincare range,product homogenization serious,how to make a unique brand with a remarkable USP,to give consumers the impr-ession left by a unique brand,has become important issues to be resolved in the management of skincare brand.In this paper,the object of study is "cosmeceuticals",it beyond the traditional positioning of skincare,has won a great success by use alternative sales channels.Therefore,it is necessary to investigate the business strategies of eosmeeeuticals brand."Vichy" is the highest visibility and the biggest sales cosmeceuticals product in china,inventived the drugstore channels for skineare. However,many of the same type of domestic brands is a flash in the pan, development appears to hesitate.This article would like to take fi'om the "Vichy" strategy of brand management to understand the business of cosmeceuticals problems,with a view to other brands learn from business and development. Cosmeceuticals,because of the lack of a precise definition,recognized a wide range,so this article will focus on the cosmeceutieals which use drugstore as the only sale channel.The last part of this paper is the study results,in the basis of a full range of understanding of cosmeceuticals,this paper will summing up the successful course of business experience and problems of current management of domestic cosmeceuticals,and then concludes possible solutions at the last of the paper.The results showed that cosmeceuticals is a new area of development in skincare industry,many pharmaceutical and skincare products group expressed its strong interest,but not on the sale of drugstore will be able to create a successful brand,it needs co-ordinated efforts between various respects to make the gradual maturity of cosmeceuticals brand's management.