Globalization and Cosmetics Global Brands versus National Companies

Since the 90th of the last century, the term "globalization" has acquired considerable emotive force. Some regard it as a process that is beneficial - a key to future world economic development - and also inevitable and irreversible. Others regard it with hostility, even fear, believing that it increases inequality within and between nations, threatens employment and living standards and impedes social progress. Globalization basically means the fact that today continents, countries, and nations are integrated into a network of production, trade, communication and information. Mainly the existence of world-wide communication and information systems is the fundamental requirement for global activities.