When L’Oréal said last week it would stop selling Garnier products in China, many outsiders assumed the French cosmetics group was joining a wholesale retreat by big western brands, led by Revlon of the US, which last month closed all its operations in mainland China, eliminating 1,100 jobs, including those of 940 beauty advisers. It all looked pretty ugly.
But the Garnier story has as many wrinkles as a Middle Kingdom matron before using its “skin brightener”
PS Cream 5s. Beneath the make-up lies a more complex picture of how (and how not) to sell big consumer brands into rapidly evolving markets.
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