What are the brands of middle and low-grade cosmetics and skin care products?

L 'Oré al and Procter & Gamble are both world-renowned multinational companies. L 'Oré al is the leader of the world's "beautiful industry"-cosmetics industry. L 'Oré al was founded in 1907 and ranked 373rd in Fortune Global 500. In 2006, L 'Oré al's global sales reached157.9 billion euros, achieving double-digit income growth for 22 consecutive years. 1997, L 'Oré al officially entered the China market. 10, L 'Oré al rose rapidly in China market. 1997, its sales in China was RMB10.80 billion yuan. In 2006, sales exceeded RMB 4 billion, surpassing Japan for the first time and becoming the largest market for L 'Oré al in Asia. Founded in 1837, the brand giant Procter & Gamble is one of the largest consumer goods companies in the world, ranking 86th in Fortune Global 500. In 2006, P&G's global sales reached US$ 76.4 billion, a year-on-year increase of 12%. 1988, Procter & Gamble established China's first joint venture-Guangzhou Procter & Gamble Co., Ltd. in Guangzhou, and started its trip to Chinese mainland. In 2006, P&G's annual sales in Greater China exceeded US$ 2 billion, ranking second in the global regional market. The stars are shining and the brand family is thriving. L 'Oreal and Procter & Gamble are multi-brand families. In the China market, their brand can be described as "Starlight Glimmer". At present, L 'Oré al's high-end cosmetics brands include Lancome, Helena Rubinstein and biotherm; Mid-range cosmetics brands include Vichy, la roche-posay, L 'Oré al Professional Hairdressing and Kashi; Low-end cosmetics brands include L 'Oré al Paris, Yuxi, Maybelline, Canil and Little Nurse. Many L 'Oré al brands occupy a leading position in different product categories. Among them, Lancome, Maybelline and Vichy occupy the first place in the high-end cosmetics market, mass makeup market and pharmacy active health skin care products market respectively. P&G is also a model of multi-brand success, with hundreds of small brands and more than 80 independent brands. Its products cover shampoo and hair care, beauty and skin care, personal cleaning, women's health care, baby care, home care and many other fields. P&G's shampoo brands include Pan Ting, Head & Shoulders, Rejoice and Sassoon. Washing powder includes Tide, Bilang, Oxydol and Porter. Toothpaste is Crest, soap is comfortable, and health stickers are Hushubao; Cosmetics include SK-II, Olay, Na Wei, clairol and Nivea. There are Gillette, Braun, Su Feng 3, Pink and Duracell. At present, P&G has 16 brands in nine categories entering the Chinese mainland market. L 'Oré al and Procter & Gamble are equally invincible in the global market, and they are also thriving in the China market, and they also have huge multi-brand families. However, it is not difficult to find that their brand marketing strategies are different. It is easy for us to notice a detail. Many advertisements or packages of P&G products, such as Rejoice, Tide and Shufujia, will be marked with the words "P&G products" and the logo of "P&G", indicating that the products are from P&G, so as to enhance the authority of the products and enhance the trust of consumers. In fact, Procter & Gamble uses a guaranteed brand strategy (also known as endorsement brand strategy). However, L 'Oré al's approach is different. Among L 'Oré al's many product brands, it is difficult to see L 'Oré al's logo. L 'Oré al deliberately played down the relationship between L 'Oré al corporate brands and various product brands, making product brands appear as independent images, so that many consumers did not know that famous brands such as Lancome, Helena Rubinstein, biotherm and Vichy were also made by L 'Oré al. Each has its own advantages and brand strategies vary widely. Why are they all multi-brands, but the brand marketing strategies of L 'Oreal and Procter & Gamble are different? It should be said that the multi-brand strategies of L 'Oreal and Procter & Gamble have adopted differentiated marketing strategies, and each product brand has different personalities, and product design, price positioning, advertising communication and channel construction are carried out for different market segments to meet the differentiated market demand of consumers. For example, Lancome, a subsidiary of L 'Oré al, takes nobility and fashion as its brand connotation and sells it through strictly selected distribution channels such as perfume shops, department stores and duty-free shops. L 'Oré al Paris takes professionalism and fashion as its brand appeal, and presents its brand image and products to the public through counters and professional beauty consultants. Maybelline, on the other hand, locates the mass cosmetics brand and highlights the brand personality of unrestrained, fashionable and colorful lifestyle; Vichy is only sold in "pharmacies" to strengthen its professional, scientific and medical brand characteristics. For another example, Head & Shoulders, owned by Procter & Gamble, expresses that dandruff disappears and hair is more outstanding, while Pan Ting emphasizes that hair is more floating and supple, while Sassoon pursues professional hair salon effect and clairol pursues herbal essence. The difference between L 'Oré al and Procter & Gamble's differentiated marketing lies in that L 'Oré al cosmetics take "grade and price" as the brand differentiation standard, and emotional expression and self-expression as the appeal points of brand interests to meet consumers' different tastes, grades and aesthetic tastes; P&G shampoo, washing powder, etc. Take the use function of products as the standard of brand differentiation, and take the use function of products as the complaint point of brand interests. Most brands that claim the benefits of product use function are low-end mass consumer brands, and consumers are concerned about their use efficiency. The good reputation of enterprise brands can often ensure consumers' reliability in brand quality, technology and reputation of their products. Therefore, the frequent appearance of "P&G company, high-quality products" has played a very good supporting role for brands such as Rejoice, Pan Ting, Tide and Shufujia. Brands based on emotional expression and self-expression often have different tastes, lifestyles, identities and aesthetic styles. As Lan Zhen Zhen, former public relations director of L 'Oré al said, "L 'Oré al sells not only products, but also a way of life. "There are often great differences between these brands, such as luxury brands such as Lancome and Helena Rubinstein, whose noble brand connotation is not the same as that of mass brands. For users of Lancome and Helena Rubinstein, choosing cosmetics in the supermarket does not reflect their identity and taste. In this case, it is difficult for a company's general brand to support a variety of different tastes, identities and aesthetic demands. Therefore, it is obviously unwise for L 'Oré al to deliberately downplay its own tone among its different brands and support high-end luxury brands such as Lancome and Helena Rubinstein with L 'Oré al's mid-range brand image as a guarantee. In fact, P&G and L 'Oreal have striking similarities in the marketing strategies of their cosmetics brands. For example, SK-II is a high-end cosmetics brand owned by Procter & Gamble. However, in order to highlight its noble quality, P&G made SK-II appear as an independent brand.