The report conducts recommended strategies for Jurlique skincare product in order to get into the French cosmetic market.

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Executive summary

Jurlique skin care products are produced by the Australian company that commit the slogan of “Purest Skin Care Products on Earth.” The product’s benefits emphasize on healthy, radiant skin and body regardless of age or climate. Julique products consist of natural anti-oxidants and herbal substances which strengthen and nourish the skin and the products are suitable for all kin types. Due to the company’s products have been expanding rapidly but have now saturated the Australian market. In order to expand the sale volume into international markets, the company needs to choose suitable countries to export the product successfully.

This paper is a business opportunity analysis which conducts the research in term of product description, target market, company’s overview, international marketing analysis, market audit and competitive analysis, final recommendation, selection criteria.  Lastly, recommended strategies for exporting Julique skincare product into France if the result of business opportunity analysis is negative.

Due to the writer is very interested in France, one of the highest growths of cosmetic industry countries in the world which could be the most potential European country that exporting Jurlique skin care products would be successful. However, after analyzing the business opportunity of the country, the report recommends that France is not suitable European country for exporting Jurlique skincare product. Although France has a very huge cosmetic market, it is pretty hard for new foreign cosmetic product to get in.  Due to extremely competitive cosmetics market, trade openness, protection on local products and tariffs on foreign imports and in terms of packaging, registration of formulas and safety tests and Language barriers, these set back evidences are the international trade barriers for exporting Jurlique skincare products.

The report also conducts recommended strategies for Jurlique skincare product in order to get into the French cosmetic market. It is considered into several sections by following the marketing mix: product, price, place and promotion including other key issues.  

 

PRODUCT DESCRIPTION

Product Line – Day & Night moisturisers & treatments

Types of Product within the product line:

  1. Herbal Recovery Gel – 30mL & 100mL
    Herbal Recovery Gel is a light gel concentrate for day and night. Replaces night creams, ampoules and serums. It works deeply to firm, tone, and restores hydration to skin and may be applied before other Jurlique moisturisers to boost performance and help maintain ideal moisture balance. Herbal Recovery Gel contains natural antioxidants and is suitable for all skin conditions, including oily and problem skin.  
  2. Eye Gel – 16mL
    A light, antioxidant gel that dramatically firms and tones, diminishing the visual signs of aging and expression lines. It may restore tired eyes while assisting to reducing puffiness and dark circles. This gel is soothing and non-irritating which suits all skin types.
  3. Neck Serum – 30mL
    An intensive treatment formulated to help reduce the visible signs of aging and prevents future visible damage due to environmental and lifestyle influences. The unique blend of exquisite ingredients that improves and maintains a firm, resilient neck and decolletage.
  4. Winkle Softener Beauty Cream – 8mL & 40mL
    A light non-greasy cream that is easily absorbed. It is soothing and calming for irritated and damaged skin. An essential moisturizer and treatment for moderate signs of age which provides day or night protection for the face, décolleté and delicate eye area.

  1. TARGET MARKET

Women in between the age of 30 and 39 are the target audience which have high potential in the natural and herbal skin care products. It is estimated that in the year 2000, the largest proportion of the population among females are the age from 35 to 39 years old. In the future the ages of this major group will continue to be older according to the forecast. In addition, this age group tends to be the wealthiest with the greatest purchasing power. Therefore, there is high market potential for these products to target at these consumers.

On the other hand, women in France are influenced by the power of fashion in which they tends to spend huge amount of money on cosmetics, skin care, hair care, perfumes and bath products. With the popularity in anti-ageing products and increasing demand in healthy and organic product, promoting the Jurlique product line of “Day & Night moisturisers and treatments” visibly illustrate a high market yield within the cosmetics and toiletries industry.

  1. THE COMPANY

Jurlique is an Australian company that claims to make the “Purest Skin Care Products on Earth.” The products promote healthy, radiant skin and body regardless of age or climate. It contains natural anti-oxidants and herbal substances which strengthen and nourish the skin and it is suitable for all skin conditions due to hypo-allergenic and pH balanced. Jurlique extracts all synthetic chemicals, fragrances, preservatives and pollutants. It is not tested on animals nor contains animal content. Jurlique knowledge is based on the ancient arts of Aromatherapy, Herbalism, Homeopathy and Alchemy. On the other hand, the methodology to produce the skin care is based on the unique Bio-Intrinsic™ extraction method that captures the "life-force" of the plants, enhancing the potency. In addition, Jurlique organically grows herbs on their own Herb Farms in South Australia which can clearly differentiate itself and the products are fully biodegradable and packaging is recyclable, caring for the environment (Jurlique, 2003).

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  1. INTERNATIONAL MARKET ANALYSIS

CULTURAL ANALYSIS

France, located in Western Europe, is over 16,000km away from Australia. It is the largest west European country with a size of over 551,000 km2, and the country’s neighbours include Germany, Spain and Belgium. In terms of languages, French is the predominant and official language in France. Therefore, language is a major consideration in deciding the marketing mix of the product (France census & statistics department, 2004; Lonely planet, 2004).

Due to the country’s size, varied geography, climate in France may vary across by regions. The weather ...

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