L'Oreal brand extension strategy in China SPA
|Keywords||L’Oreal SPA brand extension|
The SPA market, as a branch of beauty industry, has experienced high growth and expansion around China and the world in recent years. In China, though the C&T market is controlled by foreign multinational companies, few of them have entered the SPA market and the beauty parlors. Brand extension is considered as one of the most popular used way to exploit the value of brand equity, especially for a well-accepted brand with favorably attitudes of the original image. This paper discusses about whether or not a multinational C&T company-L’Oreal, could successfully benefit from its original brand image to extend to a new area-SPA market in China.