Herborist, a high-end Chinese personal care brand, had been expanding its share in global markets since 2008. The brand distinguished itself by integrating traditional Chinese medicine with modern biotechnology and emphasising its green and organic ingredients.
In 2001, Herborist picked to enter the Hong Kong marketplace and test its product in this very competitive marketplace that was controlled by the leading Japanese and Western cosmetics brands. The business opened two Herborist-branded stores in major shopping centres but was enforced to close down two years successively due to poor results. The organization tried repeateadly in 2007, this time distributing its products through the Hong Kong personal well-being and beauty chain Mannings.
In the year 2008, Herborist entered the Paris market with the aid of the make-up chain store Sephora. Results were blended; although some of its own products became top sellers, the overall sales figures were not very gifted. By the year 2011, Herborist was equipped for the following step in its international expansion plan.
PUBLICATION DATE: June 13, 2011 PRODUCT #: HKU927-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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