Globalization of Industry

To begin with, regardless of country and culture, during centuries the consumption was aimed most of all at the female population. Throughout centuries the consumption is feminine. However, in the twenty-first century the situation begins to change. The beauty industry is divided into a lots of segments, and the Euromonitour International Group distinguishes such segment as ‘men’s grooming’. Therefore, presently it may be suggested that the consumption is oriented to both women and men.

Taking into consideration the beauty industry, the consumption there was at first oriented mostly to women. The beauty industry started its development in the early twentieth century when “making up became one of the tangible ways women in their everyday lives confirmed their identities as women: they became women in the application of blusher, mascara, and lipstick”.

The beauty industry was created for the purpose of attracting the attention of women and then, in order to develop this industry, marketers started to create a hidden influence by advertisements, influencing women’s minds by presenting them what they want to see.

At the turn of the twenty-first century, the consumer behaviour in the beauty industry changed dramatically.

There are substantial differences between the Western and Chinese consumers. The culture plays a great role in Chinese marketing strategies and hence in decision-making process.

The Chinese consumers “are different…. They value order…. They are, for the most part, atheistic, unified on a ‘spiritual’ plane by a belief in Chinese ‘culture’”.

Chinese consumers are faithful to the cultural tradition of Confucianism which has a significant impact on their choice and behaviour. Advertisement plays the most important role in the decision-making process in beauty industry. In the beginning of twenty first century the marketing experts imposed on Chinese consumers the point of view that advertised cosmetics are an important goal to achieve. These advertisement tricks worked because the consumers wanted to have physical beauty. In advertising Chinese marketing experts tended to create a response by making the consumer to feel less attractive in comparison with the models in the advertisement. However, currently there is a great influence of modernization, globalization and industrialization which put in question traditional Confucian values of Chinese consumers. Today the number of Chinese men caring for their appearance and using men’s grooming products is increasing. The same applies to the women’s beauty products. The consumption of women’s cosmetics is increasing every year in China. That means currently Chinese women become more and more affected by the globalization process and due to advertising they are appearance-conscious and they become fashion-oriented. The power of advertising is very significant in China. It can be suggested that without marketing strategies China would not have a consumer revolution as it has now.