Cosmetics Marketing: Strategy and Innovation in the Beauty Industry
Autor Lindsay Karchin, Delphine Horvathen Limba Engleză Paperback – 26 iul 2023
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Specificații
ISBN-13: 9781350299436
ISBN-10: 135029943X
Pagini: 264
Ilustrații: 150 color illus
Dimensiuni: 210 x 270 x 20 mm
Greutate: 0.89 kg
Editura: Bloomsbury Publishing
Colecția Bloomsbury Visual Arts
Locul publicării:London, United Kingdom
ISBN-10: 135029943X
Pagini: 264
Ilustrații: 150 color illus
Dimensiuni: 210 x 270 x 20 mm
Greutate: 0.89 kg
Editura: Bloomsbury Publishing
Colecția Bloomsbury Visual Arts
Locul publicării:London, United Kingdom
Caracteristici
Further Exploration Questions: At the end of each section questions serve to recap and solidify students' understanding of the textbook concepts. Readers will demonstrate and deepen their level of understanding with these critical thinking exercises that challenge them to apply book content to new contexts.
Notă biografică
LINDSAY KARCHIN is a marketing lead at DonorsChoose and previously worked as a marketing professional at 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 (including New York Fashion Week), and music videos. Karchin pursued her passion for cosmetics marketing and cultural analysis at New York University's Gallatin School of Individualized Study.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.
Cuprins
IntroductionChapter 1: A Brief History of MakeupThe Study of Beauty as the Study of CultureEarly Uses of CosmeticsEarly Icons: Royal CourtsThe Normalization of CosmeticsThe Birth of a Formalized Industry: Beauty as a Commercial BusinessShifting Political Contexts: The Politics of BeautyThe Globalization of BeautyThe Contemporary Cosmetics IndustryFurther Exploration Chapter 2: Understanding the Cosmetics MarketWhat is Cosmetics Marketing?Company Spotlight: Revlon Fire & Ice CampaignCompany Spotlight: Sephora's Retail RevolutionThe "5 P's" of Cosmetics Marketing: Product, Place, Price, Promotion, and PeopleFurther Exploration Chapter 3: Strategies in Cosmetics MarketingCompany 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) ModelRepositioning StrategyCompany Spotlight: Kylie Cosmetics (Digital-First Branding)Company Spotlight: The Body Shop (Push vs. Pull Strategies)Push vs. Pull in a Digital LandscapeThreshold-Based Promotional, Value Size Pricing, and Cross-Sell StrategiesFinancial Strategy 101Marketing Strategies for Future GrowthFurther Exploration Chapter 4: Cosmetics Industry Innovation & EvolutionA Brief History of Innovation in BeautyProduct InnovationTechnological InnovationEvolution: Social Responsibility, Wellness, and InclusivityEvolution: Contemporary Visual Culture - Social Media and Brand AestheticsFurther Exploration Chapter 5: Planning a Beauty CareerCareer PrepSpecializations in BeautyCosmetics Industry Interview PreparationNetworkingContinuing EducationFurther Exploration Chapter 6: Makeup Theory and ApproachesProduct OverviewConsumer CharacteristicsClassic Makeup LooksFurther ExplorationGlossaryEndnotes and works citedIndex
Recenzii
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.
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.
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 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.
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.
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.
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 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.
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.