Cosmetics Marketing

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.

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.

• 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 ExplorationChapter 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 ExplorationChapter 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 ExplorationChapter 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 ExplorationChapter 5: Planning a Beauty CareerCareer PrepSpecializations in BeautyCosmetics Industry Interview PreparationNetworkingContinuing EducationFurther ExplorationChapter 6: Makeup Theory and ApproachesProduct OverviewConsumer CharacteristicsClassic Makeup LooksFurther ExplorationGlossaryEndnotes and works citedIndex