Internationalization of sephora in japan
The deregulation of Japan’s Large-Scale Retail Store Law or Daitenho (Ghauri and Cateora, 2006) in the early 1990’s resulted in a significant influx of foreign direct investment from multinational retail enterprises into the country. Sephora, the luxury cosmetics retailer, is one such multinational retailer that ambitiously ventured forth into Japan, which at the time was heralded as the second largest consumer base in terms of luxury cosmetics in the world (Ahmadjian and Robbins, 2005).