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欧莱雅、雅芳和宝洁等公司正在瞄准中东欧和中国等新兴的化妆品和个人护理品市场。2004年上半年,欧莱雅在新兴市场的销售利润增长218%,销售额增长36%,这些增长对公司至关重要。2004年第二季度雅芳在中国市场的销售额增长了60%以上,正准备扩大自1998年开始实施的直销计划。宝洁公司通过收购股份也在增强其在中国的市场地位。2002年中国护肤品和防晒品的销售量为2650万L,预计2007年将达到3610万L。
Companies such as L’Oreal, Avon and Procter & Gamble are targeting emerging cosmetic and personal care markets such as Central and Eastern Europe and China. In the first half of 2004, L’Oreal sales growth in emerging markets increased 218%, sales increased 36%, these growth is crucial to the company. In the second quarter of 2004, Avon’s sales in the Chinese market increased by more than 60%, and is planning to expand its direct sales program starting in 1998. Procter & Gamble, through the acquisition of shares, is also strengthening its market position in China. In 2002, China sold 26.5 million L of skin care products and sunscreens, and is expected to reach 36.1 million L in 2007.