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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.
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.
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
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781350299436 |
| ISBN-10: | 135029943X |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Horvath, Delphine
Karchin, Lindsay |
| Hersteller: | Bloomsbury Publishing PLC |
| Maße: | 266 x 214 x 22 mm |
| Von/Mit: | Delphine Horvath (u. a.) |
| Erscheinungsdatum: | 27.07.2023 |
| Gewicht: | 0,9 kg |
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
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781350299436 |
| ISBN-10: | 135029943X |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Horvath, Delphine
Karchin, Lindsay |
| Hersteller: | Bloomsbury Publishing PLC |
| Maße: | 266 x 214 x 22 mm |
| Von/Mit: | Delphine Horvath (u. a.) |
| Erscheinungsdatum: | 27.07.2023 |
| Gewicht: | 0,9 kg |
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