: Strategy and Innovation in the Beauty Industry Karchin, Lindsay creator Horvath, Delphine author. text enk 2023 First edtion monographic eng Eng lis h viii, 195 pages : illustrations 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. A Brief History of Makeup — Understanding the Cosmetics Market — Strategies in Cosmetics Marketing — Innovation and Evolution — Planning a Beauty Career — Makeup Theory and Approaches. / Lindsay Karchin and Delphine Horvath. Includes bibliographical references and index. Cosmetics Marketing Fashion & beauty industries TP983 .K373 2023 9781350299436 UkLoBP 230426 20251124123745.0 991107278048006196 eng