Maybelline: Korean beauty ideals

L'Oréal China's Maybelline brand hit a major hurdle with the late entry of its BB cream into the Chinese market.

Maybelline: Korean beauty ideals

Mingkwan Na NagaraMindshare China

Maybelline was a latecomer to China's massive BB cream cosmetic trend, but work with local beauty bloggers helped it regain young women's loyalty.

Background

Despite being an international leader in the field of cosmetics, L'Oréal China's Maybelline brand had stumbled upon a major hurdle with its entry into the Chinese market. Maybelline's BB (blemish balm) cream was a very late entrant. The market was already saturated by Korean brands that had associated the concept of real Asian beauty with Korean cosmetics.

A fascination with Korean dramas had created a wave of...

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