L’Oréal Paris Japan—not L’Oréal Japan
L’Oréal Paris used its French image when first entering a market dominated by native competitors like Shiseido, Kao, Kanebo, JuJu and DHC. The Euro-French image was too extreme for Japanese women in both product and image. Later attempts, a polarized Japan-Euro dichotomy. By melding the right cultural nuances, market share skyrocketed from approximately 3% to 7% in Japan. L’Oréal continues to enjoy a steady 16% annual growth today.