Any business develops its market strategy depending on the forces that affect it. These forces may be both internal and external. While the former ones are at the full corporation’s responsibility, the latter cannot be controlled. Thus, businesses must study the external factors and address them with regard their internal strengths and weaknesses. Main forces in the societal environment Sociocultural forces Nowadays women embrace more power, especially in the post-industrial countries. They no longer feel the need to focus solely on their looks to win men’s attention. While marriage is still considered to be one of the primary social lifts in some communities, most countries give various opportunities for female development and growth of their prosperity level. This situation has created the decline in the make-up usage by the significant portion of the female population among the globe. Clarins has recognized the audience’s demand for the natural beauty and is currently offering skin care products that help to attain the healthy look rather than cover imperfections. Technological forces As scientists work on discovering the new technologies, they consequently affect the global market. Regarding the cosmetics industry, the progress in this field allows addressing the needs of each customer. It is crucial since beauty products have to fit all kinds of appearance. Thus, companies try to improve their retail process by combining personalization and technology (Sluis, 2015, p. 36). Clarins is regularly upgrading its technologies for developing the best formulas that will suit every skin type. Economic Forces The current economic recession affects not only the number of acquired products but also the quality of them. Customers tend to choose the cheaper cosmetics, so brands have to review their pricing strategy in order not to lose them. Clarins is regularly offering discounts and free samples, which positively affects the company’s revenues. Ecological Forces The level of pollution in the world nowadays seems to be disturbing not only to scientists but also to ordinary people. Alternative energy sources, electric cars, recycling, and responsible household habits are just some of the topics that are receiving the increased attention of the public. The manufacturing processes must be sustainable to attract customers. Clarins ensures their raw materials are collected following the nature preservation guidelines, and the production does not leave any materials harmful for the environment. Legal Forces Governments around the world develop policies targeted at protecting the environment. For example, Great Britain is currently working on the legislation that would forbid cosmetics brands to put plastic details in their scrubs, as they finish their way in the ocean and cause fish to die when eaten (“UK will forbid face scrubs that kill fish,” 2016). All products of the Clarins corporation do not leave any poisonous substances after their usage. Fragmented vs. Consolidated Industry A consolidated industry is the one where the major players exist that affect the whole market of the corresponding field. As theory defines it, a consolidated industry “is dominated by a few large firms, each of which struggles to differentiate its products from the competition” (Wheelen, Hunger, Huffman, & Bamford, 2015). They may cause price fluctuations, supply and demand changes, or influence the trade strategies. For instance, the oil and gas field is dominated by se