The Research Of Local Cosmetic Brand International Strategy And Design Method

With the quick development of China’s economy, the demand of China’s cosmetics market has ranked the first in Asia, only second to America and France. It is bound to become the world’s largest consumer market in the future. International cosmetic brands have poured into the Chinese market, trying to take a place in China’s cosmetics market. Local brands can only share a little in the market. So local brands must revive and become international to compete with international brands in the Chinese market, and even be able to go to the world’s market. In this paper, I analyze the factors influencing the brand image focusing on the counter design which includes packaging, counter and display. And using international brand case to approve. Study the local brand herborist and improve its counter image design.First I introduce the background of the subject. Then I analyze China’s cosmetic market and the international cosmetics brands’ present situation in China. And from the perspective of the consumer, I analyze how consumer culture influences the cosmetics marketing strategies. Further more, I write about international brand strategies and give examples to local brands. At last, HERBORIST brand for example, to make a display design to approve the conclusion of this article. And I make prospective in the end.