Skip main navigation

Global Audience: Cultural Nuances

There is a saying “Think Global act Local”
Spices

Brands have to understand that their awareness and respect of cultural nuances go a long way in global markets. Think about your secondary market early the branding process since things Trademark, product registrations will impact your ability to enter certain regions.

Cultural nuances go beyond just ethnicities even with a culture that is very homogeneous you can find cultural differences. Therefore, it’s key to not have a broad stroke approach when looking at global markets. It’s important to identify your target audience within the market and understand the cultural nuances within that target audience. Although your brand may have an appeal because of your visibility through your social media presence, validation of your current marketing position for a new market should be considered. From image to language to where beauty purchases are made can vary from region to region. It’s always a good idea to start with a global market that has a target audience that has similar cultural nuances.

At IMAN Cosmetics we understood who our customers were having been in the business of beauty several years before going global. However, when going into global markets where we knew our target audience, there were a few occasions where we had to rethink our brand language, imagery, and distribution channel.

If your plan is to enter the global market in the future have you identified a market?

This article is from the free online

Beauty Decoded: Strategy in the Global Beauty Business

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education