Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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Experiential Marketing of L’Oréal in China: A Case Study Based on Consumer Behavior of Chinese Female University Students

Authors
Bingchan Xia1, *, Minxuan Han2, Yunxi Zhu3
1School of International Trade and Economics, Central University of Finance and Economics, Beijing, Beijing 102206, China
2Department of International Journalism, Beijing Normal University – Hong Kong Baptist University, United International College, Zhuhai, Guangdong 519087, China
3Dongwu Business School, Soochow University, Soochow, Jiangsu 215021, China
*Corresponding author. Email: 2018311111@email.cufe.edu.cn
Corresponding Author
Bingchan Xia
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.373How to use a DOI?
Keywords
Experiential marketing; Beauty and cosmetics; L’Oréal
Abstract

Contemporarily, cosmetic consumption of Chinese female college students is becoming larger and larger. Experiential marketing is used extensively to attract young people. As a French company, L’Oréal (L’Oreal) is successful in the Chinese market and in implementing experiential marketing. This article is conducted by questionnaire method, literature research method, and case study method. Frist of all, behavior pattern, consumption capacity and loyalty, as well as information and purchase channel concerning cosmetic purchasing for Chinese female college students are demonstrated based on the survey. Meanwhile, the female university students’ brand recognition of L’Oréal and psychology are analysed as well. With regard to the participation of female college students in China on experiential activities of L’Oréal, the survey finds the majority of students have been affected positively in these activities. Secondly, the paper expounds a case study of L’Oréal. SEMs experiential modules (Sense, Feel, Think, Act and Relate) are used to explore L’Oréal’s experiential marketing strategy. According to the five-aspect analysis, some problems on current experiential marketing strategies are raised. Subsequently, an analysis on segmentation, targeting, and positioning suggests correct positioning. Finally, some countermeasures are put forward to improve the market of L’Oréal.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.373How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Bingchan Xia
AU  - Minxuan Han
AU  - Yunxi Zhu
PY  - 2021
DA  - 2021/12/15
TI  - Experiential Marketing of L’Oréal in China: A Case Study Based on Consumer Behavior of Chinese Female University Students
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2270
EP  - 2280
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.373
DO  - 10.2991/assehr.k.211209.373
ID  - Xia2021
ER  -