Cross-Cultural Brand Collaborations in the Cosmetics Industry: A Literature Review

Tengjing Zhang

doi:10.47297/wspciWSP2516-252747.20250905

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Volume 9, Issue 5

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Cross-Cultural Brand Collaborations in the Cosmetics Industry: A Literature Review
Cross-Cultural Brand Collaborations in the Cosmetics Industry: A Literature Review
School of Engineering, Guangzhou University of Business and Technology, Foshan, Guangdong, 528100, China
Vol. 9, Issue 5, Pages: 231-236(2025)
Published：30 October 2025
DOI：10.47297/wspciWSP2516-252747.20250905
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Zhang Tengjing.Cross-Cultural Brand Collaborations in the Cosmetics Industry: A Literature Review[J].Creativity and Innovation,2025,09(05):231-236.
DOI：

Zhang Tengjing.Cross-Cultural Brand Collaborations in the Cosmetics Industry: A Literature Review[J].Creativity and Innovation,2025,09(05):231-236. DOI： 10.47297/wspciWSP2516-252747.20250905.

摘要

Abstract

Driven by global economic integration and the Belt and Road Initiative

cross-cultural brand collaborations in the cosmetics industry among China

Japan

and South Korea have become prevalent. While enabling the commercialization of cultural elements

these collaborations also face challenges such as misinterpretation of cultural symbols and conflicts in business logic. This paper employs a literature review methodology to systematically examine the core concepts and theoretical foundations of cross-cultural brand collaborations. It analyzes the current practices of cosmetics collaborations among China

Japan

and South Korea

extracts effective strategies

and identifies existing research gaps and future directions. Findings reveal that Hofstede's cultural dimensions theory and Nancy Edeler's cultural fusion model explain cultural collision and negotiation mechanisms

while the "cultural image-identity image-service image" three-dimensional model and IP symbol transformation provide practical pathways. This research offers theoretical guidance for cross-cultural collaborations among cosmetics enterprises in the three nations

filling a gap in industry studies from a regional cultural perspective.

关键词

Keywords

references

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Tian Yujia. (2022) Current Status, Issues, and Countermeasures of Collaborative Marketing Models in China's Domestic Cosmetics Industry. Journal of China Business Review, 8:31-33.

Zhao, M. L., Qu, H. J., & Cai, J. Z. (2022). The influence of collaborative brand image on consumer purchase intention in apparel. Journal of Wool Textile Science and Technology, 50(03), 110-116.

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Yuan Xi. (2024). A Study on the Marketing Strategies of Domestic Cosmetics Brand "Perfect Diary". Ph.D. Thesis. Shenyang University.

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