What factors should be considered by cosmetic companies to be successful in markets in Brazil, Russia, India, and China?

Question

What will be an ideal response?

Answer 1

Noting that there is no "one-size-fits-all" ideal of beauty, cosmetic marketers should consider the sensitivity to local cultural preferences. Each customer is free to have her own aspirations. They have to offer the best quality and the best product to satisfy local customers. Many Asian women use whitening creams to lighten and brighten their complexion. In China, white skin is associated with wealth. Companies have to understand what beauty means to Chinese women and what they look for. Product offerings and communications therefore have to be adjusted accordingly. Market research is critical to understanding women's preferences in different parts of the world. Japanese women prefer to use a compact foundation rather than a liquid. Humid conditions in tropical countries, like India, should be taken into account. How many times women clean their faces should be taken into account. In China, mass-market and premium brands should be considered in order to fulfill requirements of the top and general market. In India, the number of working women is increasing dramatically, and consumer attitudes are shifting. Due to advances in technology and access to television, women are getting more beauty conscious. Coloring gray hair is also an important consideration for women in India. Thus, for each country different factors have to be considered since preferences for beauty products vary from country to country.