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Cosmetics Marketing : Strategy and Innovation in the Beauty Industry by Lindsay Karchin and Delphine Horvath (2023, Trade Paperback)

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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.

About this product

Product Identifiers

PublisherBloomsbury Publishing

ISBN-10135029943X

ISBN-139781350299436

eBay Product ID (ePID)13058362205

Product Key Features

Number of Pages264 Pages

LanguageEnglish

Publication NameCosmetics Marketing : Strategy and Innovation in the Beauty Industry

Publication Year2023

SubjectMarketing / General, Industries / Fashion & Textile Industry

TypeTextbook

Subject AreaBusiness & Economics

AuthorLindsay Karchin, Delphine Horvath

FormatTrade Paperback

Dimensions

Item Height0.6 in

Item Weight31.6 Oz

Item Length10.6 in

Item Width8.3 in

Additional Product Features

Intended AudienceCollege Audience

LCCN2022-037354

Reviews"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 " Cosmetics Marketing: Strategy and Innovation in the Beauty Industry is 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, "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, 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., "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 "Lindsay Karchin and Delphine Horvath's 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 today's cosmetics sector. A vital guide for anyone who wants to discover this unique industry." -- Lan Vu, Founder & CEO, BEAUTYSTREAMS

Dewey Edition23

IllustratedYes

Dewey Decimal658.8

Table Of ContentIntroduction 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

SynopsisDiscover 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.

LC Classification NumberHF5415