How Do You Say “Pink Cadillac” in Mandarin?

The American direct-sales firm Mary Kay is proving popular in China, as an aspirational and premium brand for China’s growing middle class. Mary Kay’s initial transition to China in the 1990s was difficult because the middle class was smaller then and direct-sales firms were viewed with suspicion. But as the Chinese economy developed, Mary Kay turned into a juggernaut with rapidly growing sales and a large network of saleswomen. It also adjusted its marketing strategies and introduced new products specifically for Chinese women. A brand traditionally associated with the heartland of the United States, reinvented itself to take advantage of new global conditions and is thriving as a result. – YaleGlobal