Lancôme Brand Marketing Analysis

Research Article
Open access

Lancôme Brand Marketing Analysis

Jialin Han 1*
  • 1 China University of Labor Relations    
  • *corresponding author 2090705003@stu.culr.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/34/20231700
AEMPS Vol.34
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-089-9
ISBN (Online): 978-1-83558-090-5

Abstract

Lancôme is positioned as a high-end skin care brand under L'Oréal Group and giving consumers a unique and exquisite experience. Lancôme's success is inseparable from its successful marketing strategy and the unique advantages of the brand. This paper analyzes Lancôme's few and exquisite product series by using 4p theory, which helps to distinguish the price of consumer groups, Lancôme's successful use of media to promote its brand and the achievements it has made in "Double Eleven" and other promotional activities. It shows Lancôme's high-end brand image and marketing methods, which are well known to consumers. At the same time, Lancôme's marketing strategy has serious product price fluctuations and product composition homogeneity. This paper holds that Lancôme should keep its price stable by constantly updating its products, and keep improving its technology and ingredients to maintain its uniqueness. Through the in-depth analysis of Lancôme marketing strategy, this paper provides a reference for other brand marketing.

Keywords:

the four Ps theory, Lancôme, marketing, strengths, weaknesses

Han,J. (2023). Lancôme Brand Marketing Analysis. Advances in Economics, Management and Political Sciences,34,177-182.
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References

[1]. Li, W.J.: Research on owned media strategy of beauty brands: Take Lancôme as an example. Beijing Institute of Fashion Technology, (2021).

[2]. Yin, S.Q.: Lancôme (cosmetics) into China marketing environment analysis report. Modern Marketing (Next issue) (7), 82 (2017).

[3]. Liu, M. Research on brand marketing strategy of Lancôme cosmetics in China. Chinese business theory 875(4), 89-91(2023).

[4]. Chen, W.J.: Lancôme VS Inoherb brand culture deep competition under the possible outcome. Chinese Cosmetics 409(8), 82-86 (2019).

[5]. Sohu. With a 400-fold growth in 22 years, how can Lancôme top China's high-end skin care market? https://m.sohu.com/coo/sg/395149094_120146158, last accessed 2023/04/21.

[6]. Gao, F.: Enterprise product positioning and implementation strategy. Enterprise Reform and Management 197(12), 69-70(2011).

[7]. Ma, L.Z.: Research on visual marketing strategy of M cosmetic brand. Zhejiang University of Technology, (2019).

[8]. Which marketing strategy is driving you too far? Attend School 772(10), 80(2022).

[9]. Li, J.W.: Research on the audience's cognition of the marketing communication strategy of middle and high-end beauty brands from the perspective of fan culture. Ji'nan University, (2019).

[10]. Liu, Q.: Research on marketing communication of beauty cosmetics brand in Double Eleven e-commerce platform. Hunan University, (2021).

Cite this article

Han,J. (2023). Lancôme Brand Marketing Analysis. Advances in Economics, Management and Political Sciences,34,177-182.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-089-9(Print) / 978-1-83558-090-5(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.34
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Li, W.J.: Research on owned media strategy of beauty brands: Take Lancôme as an example. Beijing Institute of Fashion Technology, (2021).

[2]. Yin, S.Q.: Lancôme (cosmetics) into China marketing environment analysis report. Modern Marketing (Next issue) (7), 82 (2017).

[3]. Liu, M. Research on brand marketing strategy of Lancôme cosmetics in China. Chinese business theory 875(4), 89-91(2023).

[4]. Chen, W.J.: Lancôme VS Inoherb brand culture deep competition under the possible outcome. Chinese Cosmetics 409(8), 82-86 (2019).

[5]. Sohu. With a 400-fold growth in 22 years, how can Lancôme top China's high-end skin care market? https://m.sohu.com/coo/sg/395149094_120146158, last accessed 2023/04/21.

[6]. Gao, F.: Enterprise product positioning and implementation strategy. Enterprise Reform and Management 197(12), 69-70(2011).

[7]. Ma, L.Z.: Research on visual marketing strategy of M cosmetic brand. Zhejiang University of Technology, (2019).

[8]. Which marketing strategy is driving you too far? Attend School 772(10), 80(2022).

[9]. Li, J.W.: Research on the audience's cognition of the marketing communication strategy of middle and high-end beauty brands from the perspective of fan culture. Ji'nan University, (2019).

[10]. Liu, Q.: Research on marketing communication of beauty cosmetics brand in Double Eleven e-commerce platform. Hunan University, (2021).

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