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            <title xml:lang="fr">Le marché des cosmétiques japonais en France : comprendre les enjeux des stratégies du marketing international</title>
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                <authority type="supervisor">Béatrice Jaluzot</authority>
                <authority type="jury">Béatrice Jaluzot</authority>
                <authority type="jury">Jérémy Jammes</authority>
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                <term xml:lang="en">Cosmetics</term>
                <term xml:lang="en">Standardisation</term>
                <term xml:lang="en">Adaptation</term>
                <term xml:lang="en">Product policies</term>
                <term xml:lang="en">French market</term>
                <term xml:lang="en">Japanese companies</term>
                <term xml:lang="en">International marketing</term>
                <term xml:lang="fr">Marketing international</term>
                <term xml:lang="fr">Cosmétiques</term>
                <term xml:lang="fr">Entreprises japonaises</term>
                <term xml:lang="fr">Marché français</term>
                <term xml:lang="fr">Politique produit</term>
                <term xml:lang="fr">Adaptation</term>
                <term xml:lang="fr">Standardisation</term>
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              <p>Over the past few years, the cosmetics industry has undergone structural changes to such an extent that Asia tends to become its new center of gravity. Japanese cosmetic brands are gaining momentum in Asian countries, allowing Japan to maintain its position as the Asian leader in the cosmetics industry. Nevertheless, the cosmetics market highly depends on cultural and local features. Thus, the internationalization of these brands questions the international marketing strategies which are the most relevant and efficient for these companies, especially when it comes to penetrating the French market. Unlike their successful Korean counterparts, Japanese brands have been suffering for a long time from weak positioning in France. They are now trying to reposition themselves by deploying new sets of strategies which are more tailored to the French market expectations.</p>
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              <p>Ces dernières années, le secteur des cosmétiques a été témoin de changements structurels à tel point que l’Asie tend à devenir son nouveau centre de gravité. Les marques japonaises de cosmétiques gagnent du terrain dans les pays asiatiques permettant au Japon de conserver sa place de leader asiatique dans le secteur. Néanmoins, le marché des cosmétiques étant sensible aux particularités culturelles et locales, l’internationalisation de ces marques interroge sur les stratégies marketing internationales envisagées par les entreprises notamment dans la conquête des marchés occidentaux comme la France. Loin de connaître le succès de leurs homologues coréens, les marques japonaises ont longtemps souffert d’un mauvais positionnement en France qu’elles tentent aujourd’hui de repenser notamment en déployant de nouvelles stratégies plus adaptées aux réalités du marché.</p>
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