Summary Erno Laszlo is a heritage cosmetic brand that entered the Chinese market in 2014 as part of its global expansion plan. Since its foray into China, the brand has registered robust growth by leveraging online sales via digital marketing strategies such as recruiting popular key opinion leaders.
Erno Laszlo started doing business in China in 2014. As of 2018, the retail sales of its cosmetics had reached CNY261.9bn ($37bn) and registered growth of 43.5% since entering the market.
Scope - There is a perception among Chinese consumers that international brands are of high quality, thereby providing Erno Laszlo with lucrative business opportunities in the country.
- Collaborating with key opinion leaders and developing attractive online content for social events have supported the brand’s growth.
- Well-defined marketing plans to target Singles’ Day propelled volume sales.
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- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
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