Experiential Marketing of L’Oréal in China: A Case Study Based on Consumer Behavior of Chinese Female University Students
- 10.2991/assehr.k.211209.373How to use a DOI?
- Experiential marketing; Beauty and cosmetics; L’Oréal
Contemporarily, cosmetic consumption of Chinese female college students is becoming larger and larger. Experiential marketing is used extensively to attract young people. As a French company, L’Oréal (L’Oreal) is successful in the Chinese market and in implementing experiential marketing. This article is conducted by questionnaire method, literature research method, and case study method. Frist of all, behavior pattern, consumption capacity and loyalty, as well as information and purchase channel concerning cosmetic purchasing for Chinese female college students are demonstrated based on the survey. Meanwhile, the female university students’ brand recognition of L’Oréal and psychology are analysed as well. With regard to the participation of female college students in China on experiential activities of L’Oréal, the survey finds the majority of students have been affected positively in these activities. Secondly, the paper expounds a case study of L’Oréal. SEMs experiential modules (Sense, Feel, Think, Act and Relate) are used to explore L’Oréal’s experiential marketing strategy. According to the five-aspect analysis, some problems on current experiential marketing strategies are raised. Subsequently, an analysis on segmentation, targeting, and positioning suggests correct positioning. Finally, some countermeasures are put forward to improve the market of L’Oréal.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Bingchan Xia AU - Minxuan Han AU - Yunxi Zhu PY - 2021 DA - 2021/12/15 TI - Experiential Marketing of L’Oréal in China: A Case Study Based on Consumer Behavior of Chinese Female University Students BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 2270 EP - 2280 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.373 DO - 10.2991/assehr.k.211209.373 ID - Xia2021 ER -