Jurlique: Globalizing Beauty from Nature and Science Harvard Case Solution & Analysis

Considers the marketing and tactical challenges faced by natural beauty brands using the instance of Australian-originated Jurlique that procured Pola of Japan in 2011. The discussion of the participation with animal testing of Jurlique proved to be a sensitive issue as it contradicted the brand’s powerful environmentally friendly and ethical placement. As Pola, like all Japanese cosmetics companies, traditionally tested products on animals, the matter had already appeared during the Pola acquisition. The animal testing dilemma is put in context by way of a discussion of how during Jurlique’s growth as a fruitful premium brand there had been significant changes in market standing, in part associated with shifts of possession.

At times the brand was emphasized on core green users, but Mckay seeks to widen the customer base by rephrasing it as making “the best products as natural as you can.” The organization found that Jurlique’s picture was an asset in attracting Chinese consumers who liked the narrative of the Australian farm which produced most ingredients, and lost few existing customers. Nevertheless, mandating of animal testing, and Chinese regulations refusing to let the company’s shops to make use of recycled wood, were challenging to the brand’s global natural brand position. The case can be taught both in strategy classes exploring the challenges faced by international brands as well as in marketing courses concerned with green business.

PUBLICATION DATE: March 24, 2014 PRODUCT #: 314087-HCB-ENG

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP

How We Work?
Just email us your case materials and instructions to order@thecasesolutions.com and confirm your order by making the payment here

Related Case Solutions & Analyses:

Kohl Industries Working with Your Shadow Partner in Analyzing IT Strategic Planning Cox Communications Inc.–1999 Brand Report Card Exercise Singapore Electronic Case Analysis: The battle of Bulge: Innovation of Obesity Treatments 2012 FUEL HEDGING AT JETBLUE AIRWAYS TOPIC: PSYC 1001 R Ipsyc Budgeting Transfer Pricing at Timken