A comparative study on the marketing channels of beauty brands Olay and Herborist

Abstract

This article compares and analyzes the development status of beauty brands: Olay in the United States and Herborist in China. Olay and Herborist are well-known beauty brands representative in skin care. Olay is a leading global skincare brand trusted and loved by women worldwide for 60 years. And Herborist was officially established in 1998, with the concept of “personal care experts in modern Chinese herbal medicine and ancient prescriptions” launched into the market; it adheres to the brand concept of “beauty comes from the root, balanced and proper”. Both brands have a wide range of global markets, especially in the Chinese market. Consumers deeply love both product prices and product functions. Therefore, through the comparative analysis of the marketing situation of the two brands, the qualitative analysis method is adopted to analyze the current situation of the marketing channels of the two beauty brands. According to research, the two beauty brands have achieved a lot of revenue after transforming and developing marketing channels. But there are also some problems, including marketing concept, environment, and strategy, and improving the marketing status by combining 4P strategy.