Strategy and Innovation in the Beauty Industry
Co-Author: Lindsay Karchin
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.
How did you first come up with the idea for this work?
This idea came from a student in 2018.
What was your research process like?
How long did you work on this before it was published?
Does this work relate to your role at FIT? If so, how?
Yes, as this resource focuses on Cosmetics Marketing like the major at FIT.
What was your biggest challenge? What was most rewarding?
The biggest challenge was managing time in addition of handling a full-time faculty role. The most rewarding: publish the first marketing textbook devoted solely to the beauty industry. It will be core reading for undergraduate and graduate cosmetics programs across the globe and will provide students and teachers with a much-needed academic resource that simply does not exist today. On the back cover of the book, this testimonial by Christine Chang, co-founder and co-CEO of the beauty brand Glow Recipe, states: “This insightful guide into 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.”
- Professor at FIT since Fall 2016
- Book published in July/August 2023