International Expansion Strategy for BeautyPie

BeautyPie is a UK-based luxury beauty e-commerce brand. I developed a global marketing strategy to help them expand into South Africa, an emerging market with huge potential for beauty and personal care products.

Objectives

Research South Africa’s market environment & culture.
Analyse competitors & identify gaps in e-commerce.
Recommend entry mode & internationalisation approach.
Build a tailored marketing mix (product, price, place, promotion).
Create an action plan for launch.

🔍 Research & Insights

Market Opportunity: South Africa’s beauty sector is forecasted to grow strongly, with increased focus on wellbeing and self-care.
Competitors: Few brands sell directly online — most rely on third-party retailers, leaving a gap for BeautyPie.
Consumers: Students, young professionals, and millennial women drive demand, with a need for inclusive, diverse beauty products.
Cultural Fit: Hofstede analysis highlighted differences in consumer values, guiding messaging and brand tone.

💡 The Strategy & Solution

Entry Mode

Follow a Born Global model, partnering with a local cosmeceutical manufacturer in Gauteng.
Segmentation & Positioning
Two core target segments (“Mpho” & “Carla”) for inclusivity and market reach.
Positioned as affordable luxury — high quality without the retail markup.

Marketing Mix

Product:

Launch Afri-Care, a new skincare line using local botanicals (Baobab, Cape Fig).

Place:

Digital-first sales, supported by pop-up shops in Gauteng every six months.

Price:

Value-based pricing with local adjustments, VAT & import considerations.

Promotion:

Social-first campaigns with #ilovebeautypie.
Instagrammable pop-up experiences with makeup stations.
Influencer collaborations + user-generated reviews.
Inclusive website section for darker skin tones.