Cosmetics Marketing

Strategy and Innovation in the Beauty Industry

Lindsay Karchin, Delphine Horvath (Autoren)

Buch | Softcover

264 Seiten

2023
Bloomsbury Visual Arts (Verlag)
978-1-350-29943-6 (ISBN)

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Discover the tools required to pursue your career in cosmetics marketing. Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts. There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers.
With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainability, this is a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels. Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar global industry and will influence and support the next generation of leaders in beauty.

LINDSAY KARCHIN is a brand strategist at Bombas, and was previously a marketing professional at DonorsChoose and The Estée Lauder Companies. Throughout her career she has worked across skincare, color, and hair care, specializing in online and omnichannel strategy. Her approach to cosmetics marketing has been influenced by her professional ballet career in the US and Germany, as well as her experience as a makeup artist for fashion and dance photography, runway, and music videos. Delphine Horvath is a tenured professor of Cosmetics and Fragrance Marketing at the Fashion Institute of Technology, USA. Professor Horvath received her training in biochemistry and luxury marketing, and her cosmetics marketing career has taken her to many top beauty companies, including LVMH, Revlon, and Coty, the latter for which she led the makeup division in France.

Introduction

Chapter 1: A Brief History of Makeup
The Study of Beauty as the Study of Culture
Early Uses of Cosmetics
Early Icons: Royal Courts
The Normalization of Cosmetics
The Birth of a Formalized Industry: Beauty as a Commercial Business
Shifting Political Contexts: The Politics of Beauty
The Globalization of Beauty
The Contemporary Cosmetics Industry
Further Exploration

Chapter 2: Understanding the Cosmetics Market
What is Cosmetics Marketing?
Company Spotlight: Revlon Fire & Ice Campaign
Company Spotlight: Sephora’s Retail Revolution
The “5 P’s” of Cosmetics Marketing: Product, Place, Price, Promotion, and People
Further Exploration

Chapter 3: Strategies in Cosmetics Marketing
Company Spotlight: Revlon Charlie (STP Model)
Company Spotlight: Estée Lauder Youth-Dew (Product Repositioning)
Company Spotlight: Dove Campaign for Real Beauty (Brand Repositioning)
Segmentation, Targeting, and Positioning (STP) Model
Repositioning Strategy
Company Spotlight: Kylie Cosmetics (Digital-First Branding)
Company Spotlight: The Body Shop (Push vs. Pull Strategies)
Push vs. Pull in a Digital Landscape
Threshold-Based Promotional, Value Size Pricing, and Cross-Sell Strategies
Financial Strategy 101
Marketing Strategies for Future Growth
Further Exploration

Chapter 4: Cosmetics Industry Innovation & Evolution
A Brief History of Innovation in Beauty
Product Innovation
Technological Innovation
Evolution: Social Responsibility, Wellness, and Inclusivity
Evolution: Contemporary Visual Culture – Social Media and Brand Aesthetics
Further Exploration

Chapter 5: Planning a Beauty Career
Career Prep
Specializations in Beauty
Cosmetics Industry Interview Preparation
Networking
Continuing Education
Further Exploration

Chapter 6: Makeup Theory and Approaches
Product Overview
Consumer Characteristics
Classic Makeup Looks
Further Exploration

Glossary
Endnotes and works cited
Index

Erscheinungsdatum	20.07.2023
Zusatzinfo	150 color illus
Verlagsort	London
Sprache	englisch
Maße	210 x 270 mm
Themenwelt	Sachbuch/Ratgeber ► Gesundheit / Leben / Psychologie ► Schönheit / Kosmetik
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-350-29943-X / 135029943X
ISBN-13	978-1-350-29943-6 / 9781350299436
Zustand	Neuware