Lindsay Karchin, Delphine Horvath

Cosmetics Marketing (eBook, ePUB)

Strategy and Innovation in the Beauty Industry

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury UK eBooks
• Seitenzahl: 264
• Erscheinungstermin: 29. Juni 2023
• Englisch
• ISBN-13: 9781350299443
• Artikelnr.: 68192151

Autorenporträt

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.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.

Inhaltsangabe

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