Vichy goes to Brazil: the road to success

Susana C. Silva, Dayane Gôuvea Lima, Juliana Teixeira Correia

Research output: Contribution to journalArticlepeer-review



The objective of this case was to study how the cultural variables can influence the internationalization process of a brand, and how the marketing strategy can be designed balancing standardization and adaptation in order to not only achieve scale gains, but also guarantee a certain level of appropriateness to the characteristics of the consumer market being considered. The case was organized as follows: first the history of the Vichy brand is contextualized; then, its expansion process for the Brazilian market is approached; and, finally, the future challenges for Vichy in Brazil are discussed.
Original languageEnglish
JournalEmerald Emerging Markets Case Studies
Issue number4
Publication statusPublished - 6 Dec 2019


  • International marketing
  • Internationalization
  • Adaptation
  • Standardization
  • Repositioning
  • Brazil


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