L’Oréal is improving their makeup technology by growing Chinese skin. L’Oréal is currently testing their products on donated skin cells so that they can have the best products possible for their target market. China is projected to be a 40 billion dollar makeup industry by 2021, exceeding even the U.S. If this projection is true, the Chinese market would be their largest target market. Therefore, it would make sense that they would start their startling and revolutionary research in China.
Research like this is proven necessary from some picky customers. From on study, a customer was quoted saying: “I’m willing to pay for it, but I have to see a real benefit, and it has to be designed for me.” By testing their products on a wide variety of Chinese skins sells, L’Oréal is guaranteeing that their makeup has an exceptional “benefit” and is literally designed for their target market. The skins cells show scientists how certain ingredients react with different skin types on a cellular level, and they can use that information to concoct new formulas. L’Oréal is also designing products specific to skin and beauty issues experienced in China, such as antipollution and skin-lightening products. These products and quality testing research are both examples of a company responding to a target market’s wants and values.
This might remind some people of Rihanna’s new foundation makeup line that focuses on inclusivity by providing a larger range of skin tones. It should not have seemed like an abstract thought to think that everyone’s skin or skin tone is different, and yet makeup companies had previously marketed their products this way. Unlike most of the makeup market, L’Oréal is separating themselves with their new research. It just makes sense to redesign their products to suit a separate market.