Radiant Cosmetics
Executive Summery
Radiant Cosmetics, founded in the 1930s, had been one of the top five cosmetic companies in the U.S. for more than 60 Radiant’s product lines cover hair care, skin care, makeup, and perfume. Cosmetic is a highly competitive industry because of its huge market and lucrative profit. The number of cosmetics consumers have been increasing and is estimated to hit 161 billion in the U.S. by The same phenomenon happens global wildly. With the increasing income, more women get extra money to purchase cosmetics, which make themselves look younger and more charming.
Major competitors for Radiant Inc. are L’oreal, Estee Lauder, Procter & Gamble, and Avon Products. Radiant used to occupy around 10% of the U.S. market, but Radiant’s domestic market share shrank more than 1% in Furthermore, the global market share of Radiant Inc. also has been shrinking since Huge economies such as the European Union, Japan, China, and South Korea consume $170 billion of cosmetics and perfume The potential profits are so attractive that Radiant Inc. plans to enter global market and join the competition with those large cosmetic companies. Radiant decided to crack France’s market first, because France is recognized as the center of worldwide fashion and beauty, and the victory of campaign in France’s market could also anchor Radiant’s global luxury brand.
Once Radiant succeeds in entering France’s cosmetics market, it will probably be involved in the fight against counterfeits, which happened before when Radiant entered Japanese market. A study conducted in 2003 by the Centre for Economics and Business Research suggested that the cosmetic industry loses about $3.7 billion to counterfeits per
Main Issue
Margaret Clark, Radiant Cosmetics president and CEO, and Randall Bevington, Radiant’s chief marketing officer, were contemplating launch a new lip-plumping product called "Four Carat Pout" in 2008. It was an innovative product which could increase the visual
Radiant Cosmetics, founded in the 1930s, had been one of the top five cosmetic companies in the U.S. for more than 60 Radiant’s product lines cover hair care, skin care, makeup, and perfume. Cosmetic is a highly competitive industry because of its huge market and lucrative profit. The number of cosmetics consumers have been increasing and is estimated to hit 161 billion in the U.S. by The same phenomenon happens global wildly. With the increasing income, more women get extra money to purchase cosmetics, which make themselves look younger and more charming.
Major competitors for Radiant Inc. are L’oreal, Estee Lauder, Procter & Gamble, and Avon Products. Radiant used to occupy around 10% of the U.S. market, but Radiant’s domestic market share shrank more than 1% in Furthermore, the global market share of Radiant Inc. also has been shrinking since Huge economies such as the European Union, Japan, China, and South Korea consume $170 billion of cosmetics and perfume The potential profits are so attractive that Radiant Inc. plans to enter global market and join the competition with those large cosmetic companies. Radiant decided to crack France’s market first, because France is recognized as the center of worldwide fashion and beauty, and the victory of campaign in France’s market could also anchor Radiant’s global luxury brand.
Once Radiant succeeds in entering France’s cosmetics market, it will probably be involved in the fight against counterfeits, which happened before when Radiant entered Japanese market. A study conducted in 2003 by the Centre for Economics and Business Research suggested that the cosmetic industry loses about $3.7 billion to counterfeits per
Main Issue
Margaret Clark, Radiant Cosmetics president and CEO, and Randall Bevington, Radiant’s chief marketing officer, were contemplating launch a new lip-plumping product called "Four Carat Pout" in 2008. It was an innovative product which could increase the visual