Western cosmetics in the online Chinese market: Adaptation strategies and the case of Rilastil

The global beauty and cosmetics market has shown constant growth in the past years, thanks to the increasing importance consumers worldwide are attaching to self-care and wellness. In China, it is considered one of the most promising and fastest-growing business sectors, with skincare being the fastest-growing segment. Many Western companies are attracted by the prospects of growth and the huge dimension of the country. However, cultural differences are still vast and influence consumers’ choices greatly. Thus, Western companies still need to face many cultural challenges when approaching this distant market. The following dissertation aims to provide an analysis of how Western cosmetics companies manage cultural differences when considering the Chinese market, by comparing two strategies, adaptation and standardization, with a focus on the online market since it has revolutionized every aspect of life since its first appearance. ​To present some concrete evidence to support these findings, the case of Rilastil, an Italian SME that has been present on the Chinese online cosmetics market for almost ten years, was examined.