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Article: Helena Rubinstein activity in Japan.
- Article from:
- Cosmetics International
- Article date:
- May 10, 1994
CopyrightCOPYRIGHT 1994 Communications International Group. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Helena Rubinstein has been in the Japanese market for 31 years and over the last five years has followed its global strategy by reducing the number of outlets in Japan from 600 to 17. it now distributes through department stores only. This is in line with its international policy to improve the service at its counters. But the company does not use an international policy where marketing is concerned and tries to adapt to the various needs of markets around the world. In Japan this means making the most of the seasonal habits of the consumer.
Japanese women's beauty routines are greatly affected by the season. As a result there are two major product launch periods ...
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