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研究生： Jonathan Pradel
Pradel, Jonathan
論文名稱： A Study on Standardization and Adaptation on Cosmetic Product: The Case of L'Oréal
A Study on Standardization and Adaptation on Cosmetic Product: The Case of L'Oréal
指導教授： 林豪傑
Lin, Hao-Chieh
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2015
畢業學年度： 103
語文別： 英文
論文頁數： 139
外文關鍵詞： Adaptation, Cosmetic industry, Cultural factor, Product mix, Product adaptation Standardization, Skin type, Hair type, Climate, Market characteristics, Culture
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    • Cosmetic industry targets new emergent markets and so managers face standardization-adaptation strategy issues. This thesis focuses on the core of marketing mix, the product, and its objective is to see how theory is applied in the reality and then make suggestions on how cosmetic firms can improve their product adaptation strategy. A few variables relevant and specific to the cosmetic industry (skin type, hair type and climate) and variables more general to all industries (market characteristics and cultural factors) were selected. This study investigates how these variables affect cosmetic product adaptation.

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES X CHAPTER ONE INTRODUCTION 1 1.1 Background. 1 1.2 Research Gap. 4 1.3 Research Motivation and Objectives. 6 1.4 Research Structure. 7 CHAPTER TWO LITERATURE REVIEW 8 2.1 Theoretical Background. 8 2.1.1 Standardization, Adaptation and Semi-Adaptation. 8 2.1.2 Factors influencing cosmetics standardization or adaptation strategy. 13 2.2 Research Variables. 14 2.2.1 Product Adaptation. 14 2.2.2 Skin Type. 15 2.2.3 Hair Type. 18 2.2.4 Climate. 19 2.2.5 Market Characteristics. 19 2.2.6 Culture. 20 2.3. Research Questions Development. 21 2.3.1 Climate and Product Adaptation. 21 2.3.2 Skin Type and Product Adaptation. 23 2.3.3 Hair Type and Product Adaptation. 26 2.3.4 Market Characteristic and Product Adaptation. 28 2.3.5 Culture and Product Adaptation. 30 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 32 3.1 Research Framework. 32 3.2 Sampling Companies. 35 3.2.1 Criteria and Choice of L’Oréal. 35 3.2.2 Presentation of the Consumer Products Division. 40 3.2.3 Presentation of the Active Cosmetics Division. 41 3.3 Sampling Countries. 42 3.4 Information Collection. 43 3.4.1 Official Websites. 43 3.4.2 Cosmetic Retailer’s Websites. 45 3.4.3 Social Media. 46 3.4.4 In Shops. 48 3.4.5 Cosmetic Books. 49 3.4.6 Beauty Sites. 49 3.4.7 Cosmetic Industry Related Website. 50 3.4.8 Market Research Website. 50 3.5 Data Analysis Procedures. 51 3.5.1 Data Reduction. 51 3.5.2 Data Display. 52 3.6 Qualitative Methodology Credibility. 52 CHAPTER FOUR RESEARCH RESULTS 54 4.1 Data Collection. 54 4.1.1 Brands’ Presence in Countries. 54 4.1.2 Product Lines Offered in Each Country. 55 4.1.3 Product Line Adaptation Analysis. 56 4.2 Data Reduction. 57 4.2.1 Product Category Adaptation Analysis. 57 4.2.2 Product Features Adaptation Analysis. 58 4.2.3 Product Form Adaptation Analysis. 60 4.2.4 Active Component Adaptation Analysis. 62 4.3 Conclusion Drawing and Verification. 65 4.3.1 Climate Influence on Product Adaptation. 65 4.3.2 Skin Type Influence on Product Adaptation. 70 4.3.3 Hair Type Influence on Product Adaptation. 79 4.3.4 Market Characteristic and Product Adaptation. 83 4.3.5 Culture and Product Adaptation. 88 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 92 5.1 Discussions and Conclusions. 92 5.2 Implications. 97 5.3 Limitation and Future Directions. 97 REFERENCES 99 APPENDICES 107 Appendix 1: Code Sheet 107 Appendix 2: Vichy Presence in Chosen Countries. 109 Appendix 3: La Roche Posay Presence in Chosen Countries. 111 Appendix 4: Garnier Presence in Chosen Countries. 114 Appendix 5: Product Line Adaptation Analysis. 119 Appendix 6: Examples of Product Feature Adaptation. 137 Appendix 7: Examples of Dermocosmetic Adaptation. 138 Appendix 8: Examples of Product Form Adaptation. 138 Appendix 9: Examples of Active Adaptation. 139

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