Herborist's Internationalization Marketing Plan

Abstract

Herborist is the first Chinese modern herbal medicine high-end personal care brand with reasonable prices within the industry. The competition in cosmetic market is intense, but they have a clear and unique brand position, so it is easier for it to capture the market share. Their home market is saturated, and it is the right time for it to go international. Their success launching in European market proves that they are capable of being internationalized. To expand more, they should find other markets. The US, which is the world's largest skin care market, should be the next market to enter. By analyzing the market and the competitors, Herborist should keep its unique brand position to enter the new market. Beginning by cooperating with Sephora, they need to gain brand awareness as quickly as possible. Once they begin to make profit in the market, they should have their counters and stores with various promotion activities, and introduce more service into the market. Keywords: Chinese herb, brand position, promotion