Opportunity Outlook for Kiehl's Brand Development Based on McKinsey’s Seven-step Model for Cosmetics Industry Analysis

Ziwei He

doi:10.54254/2754-1169/41/20232068

Research Article

Open access

Published on 10 November 2023

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He,Z. (2023). Opportunity Outlook for Kiehl's Brand Development Based on McKinsey’s Seven-step Model for Cosmetics Industry Analysis. Advances in Economics, Management and Political Sciences,41,208-213.

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Opportunity Outlook for Kiehl's Brand Development Based on McKinsey’s Seven-step Model for Cosmetics Industry Analysis

Ziwei He *^,1,

¹ Shanghai University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/41/20232068

Abstract

The popularity and competitiveness of the cosmetics industry make it necessary for companies to have a thorough understanding of the market to stay ahead of the competition. The aim of this research paper is to analyze the opportunity outlook for Kiehl's brand development based on McKinse’s seven-step model for cosmetics industry analysis. The general content of the research includes a detailed analysis of the cosmetics industry based on McKinsey’s seven-step model, a case study of Kiehl's brand development, and a discussion of Kiehl's opportunities for growth. The findings from this research paper indicate that Kiehl's has the potential for growth by targeting specific markets such as the anti-aging segment and expanding globally. The research concludes that Kiehl's should leverage the opportunities identified in this analysis in brand feature reinforcement, marketing strategies and quality guarantee to stay being superior to others in the highly competitive cosmetics industry.

Keywords

cosmetics, industry analysis, development opportunity, McKinsey’s seven-step model, Kiehl's

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References

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About volume

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

Conference website: https://www.icemgd.org/

ISBN：978-1-83558-103-2(Print) / 978-1-83558-104-9(Online)

Conference date: 6 August 2023

Editor：Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.41

ISSN：2754-1169(Print) / 2754-1177(Online)

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