Discover the tools required to pursue your career in cosmetics marketing. Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts. There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers.
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.
Cosmetics Marketing
Lindsay Karchin and Delphine Horvath
The first textbook devoted solely to cosmetics marketing, from a history and overview of the cosmetics marketplace to complex marketing strategies, business planning, and industry innovation.Rights Sold
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Book Details
Imprint: Bloomsbury Visual Arts
Publication Date: 27-07-2023
Format: Paperback | 270 x 210mm | 264 pagesAbout the Authors
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.
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