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Two-Minute Case Study - Lancôme's Glocalization Glow Up
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This business English case study examines how Lancome successfully used localization and regional partnerships to boost its brand presence in France. Learners will encounter marketing vocabulary including terms like localization, glocalization, share of voice, open rates, regional handles, and return on investment. The video illustrates how global brands can adapt their marketing strategies for local markets through social media partnerships and localized email campaigns, making it an excellent resource for learners building professional English skills in marketing and brand management.
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Subtitles (42 segments)
DownloadFor most Americans, eating KFC is an average Wednesday night.
But due to a decades-long ad campaign,
KFC has become synonymous with Christmas in Japan.
So how can other global brands get a taste of localization?
For every dollar spent on localization,
brands have seen a return on investment of $25.
This is Bo Kim, advisory principal for Beauty Europe
at Gartner for Marketers.
When we think about localization, especially around email,
Full subtitles available in the video player
Key Vocabulary (25)
A prestigious French luxury perfumes and cosmetics house that distributes products internationally. It is a proper noun referring to the specific brand name used for beauty and skincare products.
A message sent from one computer to another using the internet. It is the most common form of digital communication in both personal and professional environments.
Brands are the unique names, symbols, designs, or features that identify a seller's products or services as distinct from those of other sellers. This concept represents the entire identity, reputation, and perception of a company or its offerings in the public's mind. It's more than just a logo; it's the promise of a particular experience.
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