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.

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