Strategic Internationalization and Cultural Adaptation in the Cosmetic Industry: A Comparative Analysis and a Focus on Italian Exports

Abstract

This thesis explores the dynamics of the cosmetic industry's global panorama, with a particular emphasis on strategies of internationalization and cultural adaptation. It seeks to understand how cosmetic brands reach the complex web of global markets, each with its distinct cultural, social, and economic environments, and how they sustain and expand their presence worldwide. The study begins with the examination of the cosmetic industry, tracing its evolution from ancient times to its current global importance. It examines the sociocultural drivers of cosmetic usage, including psychological motivations and the impact of societal norms, beauty standards, and historical differences on consumption behaviors across cultures. Analyzing the contemporary market, it is crucial the concept of internationalization within the cosmetic industry, the identification of the barriers cosmetic companies face when entering global markets and the strategic operations they apply to overcome these challenges. To understand this, it is done an analysis of market entry strategies and the role of brand identity in navigating the complex process of market penetration. The analysis proceeds by exploring the motivational factors that push cosmetic companies towards international expansion, highlighting how the search for new consumer markets, the desire to increase market share and the need to diversify business risks act as accelerator for international expansion. Particular attention is paid to the influence of Islamic and Asian cultures on the market strategies of cosmetic companies and how crucial it is to understand local cultural norms, religious practices, and aesthetic preferences. Finally, it is examined the export dynamics of the Italian cosmetic industry in the Middle and Far East markets. From the consistent demand for Italian cosmetics abroad, to the celebrated reputation of Italian products, it evaluates the strategies Italian brands use to adapt to these markets.