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Description: "An opinionated and compelling account of the ingenuity and innovation behind an industry that thrives on the power of its brands."
” Peter Walshe, Senior Director, Millward Brown
"From Cleopatra to modern entrepreneurs, a well-researched and amusing account of the myths that transformed ˜the art of adornment` into a worldwide industry."
” Pascale Caussat Clerk, Cosmetique Magazine, Paris
Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances, cosmetic surgery - even tattooing and piercing. Over the years it has used flattery, seduction, science and shame to persuade consumers that they have to invest if they want to look their best.
In Branded Beauty, Mark Tungate delves into the history and evolution of the beauty business. From luxury boutiques in Paris to tattoo parlours in Brooklyn, he talks to the people who`ve made skin their trade. He analyses the marketing strategies used by those who create and sell beauty products and visits the labs where researchers seek the key to eternal youth. He compares attitudes to beauty around the world and examines the rise of organic beauty products.
Full of fascinating detail on the inspirational individuals who have shaped the industry Branded Beauty also considers the future of this global obsession.
Branded Beauty is a fascinating study of the history and evolution of a multi-billion dollar business. Mark Tungate, author of the best-selling Fashion Brands, talks to the people who`ve made skin their trade and reveals the amazing stories behind the great names of the beauty business such as:
¢ Elizabeth Arden ¢ Helena Rubinstein ¢ Estee Lauder ¢ Clinique ¢ Revlon ¢ Max Factor ¢ L`Oreal ¢ Lancome ¢ Chanel ¢ Bourjois ¢ Dior ¢ Clarins ¢ Yves Saint Laurent ¢ Shiseido ¢ Nivea ¢ Sisley ¢ La Prairie ¢ Keihl`s ¢ Body Shop¢ M.A.C ¢ Aesop
With behind the scenes detail, Branded Beauty investigates the importance of scent, the rise of celebrity marketing, masculine beauty, organic and sustainable beauty, cosmetic surgery and much more
Contents: Introduction ¢ Chasing Cleopatra ¢ The glamour professionals ¢ Out come the talons ¢ The beauty queen of Corona ¢ The French beauty factory ¢ Giants in the bathroom ¢ The stardust factor ¢ The 5 per cent solution ¢ The lure of luxury ¢ How to launch a cream ¢ The quest for eternal youth ¢ Beauty goes global ¢ A face in the crowd: finding a niche ¢ Beauty from shelf to street ¢ Digital beauty ¢ Under the knife ¢ The new male order ¢ Ethical, organic and sustainable ¢ The needle artists ¢ The future of beauty ¢ Conclusion ¢ References ¢ Index
About the Author: Mark Tungate is a journalist specializing in branding and communication. He is the author of the best-selling Fashion Brands, as well as Adland: a global history of advertising, Luxury World, Branded Male and Media Monoliths (all published by Kogan Page). Based in Paris, he has a weekly column in the French media magazine Strategies, and writes about advertising, style and popular culture for the creative industry intelligence service Stylus.com. His work has appeared in publications ranging from The Times and The Independent to Frame magazine and CNN Traveller. He is also the co-author of The Epica Book, an annual review of the best European advertising. In addition, Mark teaches courses about branding and advertising at Parsons Paris School of Art and Design. He has addressed conferences around the world and has been on the juries of several advertising competitions.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749461812
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Pages : 288
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