The Chinese Beauty Market: Strategies for Western Brands and the Case of Italian Brand ‘Davines’

This dissertation addresses the phenomena and dynamics within the Chinese beauty market. The first chapter is dedicated to presenting the general features of the beauty market in China, including its turnover, growth prospects, market segmentation, regulation, and consumer analysis. The second chapter provides an overview of the sales channels for the sector in question, with particular attention to e-commerce and one of the most effective marketing strategies: Key Opinion Leader (KOL) and Key Opinion Consumer (KOC) marketing. The third chapter delves into the localization strategy regarding the renaming of Western brand products in Chinese, highlighting its importance in engaging Chinese consumers and ensuring the product's successful promotion on Chinese social media channels. The fourth and final section presents a comparative case study of the Italian company and brand Davines, offering an excellent example of how to enter the Chinese market and how the strategy outlined in the previous chapter could be applied for even more strategic positioning.