Dissertation > Economic > Industrial economy > The world's industrial economy > Industrial sector economy > Chemical Industry

L'Oreal brand extension strategy in China SPA

Author JiangZuoZuo
Tutor LuZhi
School Fudan University
Course Business management
Keywords L’Oreal SPA brand extension
CLC F416.72
Type Master's thesis
Year 2009
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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.

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