Globalization Of The Body Care Industry and Asia

Breaking into the Asian Market

We live in a global world. Technology, in particular television and the Internet, link together different peoples. They cross the barriers of oceans, mountains, and political frontiers. The decisions that governments make, the actions of environmental activists, and the marketing campaigns of large corporations affect hundreds of millions across the Planet. Time was when a retail operation consisted of a privately-run neighborhood store. The storeowner knew, and interacted with his customers. Goods and services were provided locally. Only rare or unusual objects needed to be imported from far away. The high costs of transportation and communication ...

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consumers demand the same kinds of sneakers and shoes, lipsticks and creams, perfumes and soaps as their peers in the United States and the United Kingdom. A company like the Body Shop - seller of a complete range of skin and hair care products - sees its potential market as global in extent. Operating a chain of stores throughout America and Europe, the Body Shop is now looking actively to expand into Asia. The Body Shop and its competitors - Bath and Body Works, Perfumania, Fragrance.net, and a host of drugstores and other body care retailers - see a common denominator. Health-conscious, appearance-conscious, upwardly-mobile individuals seek the same things the world over. These companies are united in the belief that shared ambitions and shared trends can be linked together to create the formula for global success. Yet, with global retailing expansion, come global retailing concerns: potential damage to the natural environment, intrusion on local traditions, and ...

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to very opposite trends from those described above. Reacting to the increasing commercialization, homogenization, and "artificialization" of the modern West, they have emphasized the "naturalness" of their products. All Body Shop products are made - so the labels - say from a variety of all-natural ingredients. These ingredients are typically herbal concoctions, many with exotic-sounding names and non-Western origins. Appeal is made to the pharmacopoeia of the "Mysterious East." Oils, butters, scrubs, and fragrances sound as if they've come straight from the rainforest, or from the time-honored cosmetic secrets of fresh-faced peasant women in carefree Southeast Asian villages. ...

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PAPER DETAILS
Added: 10/13/2016 07:20:56 AM
Category: Business
Type: Premium Paper
Words: 1254
Pages: 5

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