"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 are also practical, beautifully illustrated resources for entering thefield, including exercises for boosting creativity, and interview preparation, as well as a breakdown 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 sustainabilty, this 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 to shape the next generation of leaders in beauty"--
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.
Recenzijas
This insightful guide to the dynamic forces that continue to shape the cosmetics industry will serve as an invaluable resource to the current and next generation of leaders in beauty. -- Christine Chang, co-founder and co-CEO of Glow Recipe An excellent guide to cosmetics marketing that weaves together both the theory and the practical to provide a comprehensive review of the discipline. Karchin and Horvarth have done a superb job illustrating the text with real-life stories from the industry, from the very early days, to the most recent times and have included a fascinating chapter on the history of makeup. Each chapter contains well-defined learning objectives and there is a very useful section on planning a career in the cosmetics industry. This is clearly a reference text book for any aspiring cosmetics and beauty marketer. -- Simon Worraker, CEO, Japonesque The Cosmetics industry is one of the most enduring and dynamic out there, and this text book provides a comprehensive primer on the different elements of business strategy as well as important historical context for the rapid evolution that is occuring today. Amanda Baldwin, CEO, Supergoop! Lindsay Karchin and Delphine Horvaths book Cosmetics Marketing: Strategy and Innovation in the Beauty Industry opens the curtains behind the complex beauty industry. It takes us on a comprehensive view from intriguing cultural history to the inner workings of todays cosmetics sector. A vital guide for anyone who wants to discover this unique industry. * Lan Vu, Founder & CEO, BEAUTYSTREAMS * Cosmetics Marketing serves a critical need in fashion studies and elegantly brings together industry insights and key theoretical concepts. I find it strange that many fashion programs don't include beauty as part of the curriculum - even though it's a huge part of fashion. Cosmetics Marketing makes it easier to incorporate this important segment of fashion into both fashion and business programs. I'm grateful for this textbook - the first of its kind - and use it in my Beauty Culture, Commerce, and Innovation course. -- Denise H. Sutton, Associate Professor, Department of Business, City Tech-City University of New York, USA
Papildus informācija
The first textbook devoted solely to cosmetics marketing, from a history and overview of the cosmetics marketplace to complex marketing strategies, business planning, and industry innovation.
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: Sephoras Retail Revolution
The 5 Ps 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
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.
