Cosmetics Brand Management

The author summarizes the brand management of various companies in cosmetic industry by integrating theory with the advanced brand management of well-known cosmetic company such as L'Oreal and P&G. The article may be very helpful for domestic cosmetic companies.The paper involves three parts including introduction of brand and brand management, how to manage brand in cosmetic industry and the prospect of national domestic cosmetic companies.In chapter 1, the author introduces brand and brand management to let readers have deeper understanding of their importance from strategic angle.In chapter 2, the author mainly analyzes brand management in cosmetic industry to summarize how to manage the cosmetic brand. Firstly targeting in segment market. Secondly crafting brand strategy, lastly implementing and executing the strategy by dynamic application of marketing portfolio based on philosophy of customer orientation.In the last chapter, the author uses the method of brand management mentioned in chapter 2 to analyze and solve the problem which Chinese cosmetic companies are facing.