The cosmetic industry is constantly on the move, as more and more beauty businesses begin to expand internationally. For some, it’s the first step toward a greater business vision, while for others, it’s the natural evolution of a brand. Either way, a cosmetic company considering marketing abroad needs to consider several external factors that will impact its success abroad.

Regulatory & Compliance

One of the most important elements to consider when a cosmetics company considers marketing abroad is local legislation. If you want your products to be legal in a new country, you will have to adapt both the product’s ingredients and its labeling. This will also help avoid any potential legal issues as well as ensure that your products comply with a new market’s regulations.

Understanding your target audience

The best cosmetic companies focus on a specific type of customer, and this should be the basis for their marketing strategy when they are planning to launch their products into new markets. For example, a cosmetics company that produces highly technical skincare products may not appeal to customers in countries like France, where customers are more interested in simple products that are easy to use and have an immediate effect.

Similarly, Asian markets expect top-shelf quality and are more likely to trust foreign brands than domestic ones. This is why G&M cosmetics are so popular in China, while Sephora has failed to make an impression there. In North America, on the other hand, consumers are increasingly seeking more ‘eco’ and ‘natural’ products.