That French Mystique Dazzles US Cosmetics
"Miraculous, wonderful, fantastic". This is the French are describing their current success in the US cosmetics market. For decades American companies had been the leaders in the industry with 90 percent of the market .When the French returned some three years ago, nobody considered them a threat. But today the big names are back: Chanel，Dior, Saint Laurent，Guerlain,. Clarins and Jaudel.
The trend in today's cosmetics is for products which keep skin looking young. "The French actually treat skin problems rather than hide them", says one beauty expert.”They, have directed their efforts at educating the American woman to treat her skin with greater care". In their advertising the French have emphasized quality and simplicity.And judging by their market
share, American women are getting the message.
The French also owe their success to investments in plant capacity and new product development. One French firm recently opened a factory in the United States to supply its 1,200 retailers Another has announced plans to rnarkec a ime or sKm-care products for men. Most importantly. tha Franrh have put marketing people and product executives in charge of their US operations instead of financial specialists.
Although virtually every US cosmetics firm has lost market share to the French，the Americans are not yet ready to concede defeat. The French will have to stay alert as the more aggressive US firms eye their market shares with envy. In this highly competitive market, the smaller mistake can be fatal.
1. What kind of products have become the trend in today's cosmetics market?一
A.products which hide skin problems
B.products which keep skin looking young
C.products which are less expensive
2.what is the American women’s reaction to French products?
A.all of them dislike French products
B.many of them are buying French products
C.most of them still prefer American products
3.What is US firms' attitude towards the French firms which have US operations?_
A.friendly B.apathetic C.envious
4.How do the French feel about their success in US cosmetics market?
A.pleased B.worried C.apathetic
5.Who are in charge of the French's US operations?_
A.financial specialists B.managers C.marketing people and product executives
【答案】BBCAC
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