Essay regarding Radiant Cosmetic makeup products

Bright Cosmetics

Exec Summery

Radiant Cosmetics, founded in the thirties, had been one of the top five plastic companies in the U. S. for more than 60 Radiant's products cover hair care, skin care, cosmetic, and perfume. Cosmetic can be described as highly competitive industry because of its huge market and lucrative profit. The quantity of cosmetics consumers have been raising and is approximated to hit 161 billion in the U. T. by The same phenomenon happens global hugely. With the elevating income, more women get extra money to purchase makeup products, which make themselves look more youthful and more enchanting. Major rivals for Sparkling Inc. are L'oreal, Estee Lauder, Procter & Wager, and Avon Products. Bright used to occupy around 10% of the U. S. industry, but Radiant's domestic market share shrank more than 1% in Furthermore, a global market share of Radiant Inc. also has been downsizing since Big economies including the European Union, The japanese, China, and South Korea consume $170 billion of cosmetics and perfume The potential profits are extremely attractive that Radiant Inc. plans to enter global marketplace and sign up for the competition with those large cosmetic companies. Radiant chosen to crack France's market 1st, because France is recognized as the center of globally fashion and beauty, and the victory of campaign in France's market could also point Radiant's global luxury brand. Once Bright succeeds in entering France's cosmetics market, it will oftimes be involved in the fight against counterfeits, which took place before once Radiant entered Japanese marketplace. A study done in the year 2003 by the Middle for Economics and Organization Research advised that the cosmetic industry manages to lose about $3. 7 billion dollars to fakes per

Primary Issue

Maggie Clark, Sparkling Cosmetics leader and CEO, and Randall Bevington, Radiant's chief marketing officer, were contemplating launch a fresh lip-plumping item called " Four Karat Pout" in 2008. It was an innovative product which could raise the visual and sensory perception of lips plumpness. Here are several significant questions that needed to be worked out before the start of " Four Carat Pout: " marketing and attaching " 4 Carat Pout" as a luxurious brand or maybe a mass product; finding a strategy to position the merchandise as a possible starting place for an expanded anti-aging line; and ways to market and distribute the merchandise in the global market, particularly in France. Additionally , intellectual home (IP) concerns are also crucial to the release: Radiant continues to be involved in arguements with cosmetic counterfeits during the past in The japanese. With the launch of the new product, " Four Carat Pout, ” Clark needs to determine whether to pursue patents, copyrights and/or trademarks intended for various areas of the new item. The case targets the interaction between marketing strategies and perceptive property problems in foreign fashion products.


Even though Radiant Incorporation. had been one of America's top five cosmetic residences for over 60 years, its domestic and global market share held shrinking by 2002 to 2007. In addition , the company's net gain had been bad during the same period, mainly because Radiant reduction ground to Procter & Gamble and Estee With all the increasing salary of females and changing of buyer behavior, a global cosmetic industry developed by amazing rate. The huge " pie” drived Radiant to expand it is international business, particularly in France, which is the around the world fashion and beauty center. The plastic industry is actually competitive in France, which is full of powerful competition such as L'Oreal, Estee Lauder, Procter & Gamble, Shiseido, and Avon Products. These types of participants have been completely occupying the market for a long time, therefore the business area is very threatening achievable entrants. Four Carat Pout, as a modern product, could or could not receive customers' response. Sparkling has to spend an amount of advertising campaign expenses to advertise the creativity, as well as attempts to cultivate a brand new...