Cosmetics Marketing

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