Abstract
Beauty and skin care products in the American market represent a huge market where the competition is very strong and dominated by multinational leadership groups.
But we can find niche segments in this market and it's an opportunity for small and medium sized French companies.
Indeed, the population is strongly targeted concerning ethnic criteria and there exists some geographical offering to first enter points.
Consequently it permits for L'Occitane to improve its brand image and its turnover.
L'Occitane, a French company and more particularly ‘Provencal' is present in the American market for 13 years.
The company is growing in this niche market already established by the Britain giant ‘the body chop'.
Moreover, the natural market products have become trendy in the last few years and American consumers are more worried about their health.
This study will permit to assess the weaknesses and the strengths of the brand L'Occitane and the US cosmetic market.
We will examine different point as:
