The Impact of Localized Co-branding on Consumers Purchase Intention

Abstract

With the rapid expansion of local beauty firms in China, multinational makeup brands face an increasing threat. To attract more consumers, certain global beauty firms operating in China have adjusted their business models, deciding to form alliances with competitive local Chinese brands. Based on this market phenomenon, this paper decided to use Shiseido as an example to explore how cross-border co-branding cooperation between international cosmetics brands affects consumers purchase intentions. This paper utilized qualitative research methods to conduct a SWOT analysis of aromatherapy products jointly launched by Shiseido and To Summer from the perspective of marketing mix theory. The conclusion was that the cross-border cooperation of international cosmetics brands has a positive effect on the purchase intention of consumers, and from a product point of view, Shiseidos strict control of product quality accelerates consumers purchase of fragrance. In addition, Shiseidos diversified marketing strategy on media platforms has an incentive effect on consumers purchasing power. Conversely, Shiseidos higher product pricing than local brands and lack of distribution channels for aromatherapy products will reduce consumers purchasing power.