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New awards! The "L'Oréal in China" case received the prestigious 2016 Overall Award Winner, all categories, of the Case Centre and the 2014 Best Marketing Case award! 

Welcome to our support website for the business case “L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai”.

Read an inspection copy of the case.

New! The case is now available in Chinese (see below) and French.



Yue Sai is L’Oreal’s Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer. Stéphane Wilmet and Ronnie Liang, Yue Sai’s marketing director, must reconsider everything from Yue Sai’s value proposition down to its media, price, product, and distribution strategies.

Pedagogical Objectives

The case shows the challenges that even very successful multinational firms experience when doing business in China. Specific topics discussed include:

  • Functional vs. emotional branding. Can all brands become “passion” brands? Should they?
  • Effects of country of origin, national pride, traditions and cultural beliefs in today’s China.
  • Marketing “masstige” (affordable luxury) brands. How to leverage brand heritage while staying current and relevant in a fast-moving market.

How to buy the case

  • New! Now available through Harvard Business School Publishing here
  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.


Chinese version of the case 


Read a Chinese language version of the case and watch a video presentation of the case, in Chinese on Youku.