Torres, António MarinhoVerkh, Ekaterina2025-01-272024-06-242024-06-03http://hdl.handle.net/10362/177945The complexity and dynamics of the Chinese beauty market require international companies to adapt to its specificities, in order to be relevant for local consumers considering the growing competition from domestic brands. This study explores strategies for international brands to compete effectively with Chinese brands and win over Gen Z consumers in China. Key insights from qualitative interviews highlight the importance of authenticity, cultural respect, and localized messaging. The study proposes a dual adaptation strategy, emphasizing product localization and culturally tailored communication, to increase brand engagement, consideration, and market share.engBeautyIndustryChinese brandsStrategyCEMS MIMmaster thesis203724399