Think Global, Act Local — But How Far?

Abstract

Most Western companies marketing their products in Asia have long recognised the need to adapt their products to local conditions and tastes. Some adaptations are straightforward and for obvious reasons. McDonald’s, for example, does not sell burgers made from beef in India. The skin pigmentation and hair composition of Asian people differ from those of, say, European descent and, consequently, the formulae for personal products, cosmetics, shampoos and skin creams need to be changed. Different cultural habits are another reason for product adjustment. When L’Oréal decided to launch its cosmetics products in Indonesia, it had to take into account the customs of the mainly Muslim female population. For example, while the.market for nail varnish was small for religious reasons, customers were heavy users of powder on their bodies and faces to protect their skin from the sun. Also, tampons do not sell well in Islamic countries but sanitary towels do.