A Comparative Study Of Estee Lauder's And L'Oréal's International Management

With the revival of beauty culture and the rapid development of social economy in the 20 th century,cosmetic products are gradually accepted by consumers,and the beauty market has developed unprecedentedly.Estée Lauder,L’oréal as the representative of the cosmetics enterprises,have grown into the cosmetics market leaders after a hundred years of development.Estée Lauder began the process of international operation in 1960.Until today,it has long established a leading position in the world cosmetics industry.L’oréal started from the research and development of hair dyes.After dabbling in other cosmetics,it has developed into the world’s number one cosmetics enterprises.Estée Lauder and L’oreal have achieved great success in international operations,promoting the development of core technologies and marketing means in the cosmetics industry.This paper analyzes the international operation of Estée Lauder and L’oreal in different regions of the world by studying their internationalization development.This paper makes a comparative study of Estée Lauder and L’oréal from the perspectives of brand concept,brand structure,sales strategy and talent strategy,and sums up the advantages and weaknesses of the international operation of Estée Lauder and L’oréal,and combined with the development of Chinese cosmetics enterprises,draw the inspiration to the development of cosmetics enterprises in China.