Library:
Madrid
Paris Champerret
Paris Montparnasse
Turin
Berlin
London
This thesis delves into the dynamic topic of cross-cultural brand promotion, a critical
approach for businesses seeking to remain relevant and competitive in a global market
marked by varied cultural, religious, and behavioral nuances. The research focuses on the
beauty business, namely cosmetics, and analyzes how brands negotiate the constraints
and opportunities of marketing across different cultural environments. The beauty market
is expected to generate significant revenues by 2028, demonstrating the sector's resilience
and development potential in the face of global upheavals such as the COVID-19 pandemic.
This study focuses on the distinction between collectivist societies, which are common in
Eastern countries such as China, Japan, and India, as well as individualistic societies, are
common in Western countries such as the United States and Europe. This contradiction
has substantial implications for customer behavior, preferences, and brand perceptions,
necessitating a nuanced approach to brand promotion. Through an analysis of MAC
Cosmetics, a brand that has been in the beauty industry for more than 40 years, this study
explores the strategies and tactics used by the company to connect with a wide range of
global consumers. The thesis is divided into two sections: the first defines and examines
the traits, peculiarities, and conflicts of individualistic and collectivist civilizations. The
second section focuses on the practical implementation of these concepts in cross-cultural
brand promotion, with a detailed investigation of MAC Cosmetics. This includes their
marketing techniques, adaptability to various cultural standards, and how these efforts
affect customer views and brand loyalty. The thesis's extensive investigation aims to
reveal the secrets of successful cross-cultural brand promotion and provide insights into
how brands can effectively appeal to a worldwide audience while respecting and
embracing cultural diversity.
