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Branded Beauty: How Marketing Changed the Way We Look, by Mark Tungate
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Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances and cosmetic surgery. Over the years, it has used flattery, seduction, science and shame to persuade consumers that they’ll 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 parlors in Brooklyn, he talks to the people who’ve made skin their trade. He analyzes the marketing strategies used by those creating and selling beauty products. He visits the labs where researchers seek the key to eternal youth. Tungate covers a vast array of topics including: the origins of beauty, the importance of scent, designer fashion and beauty, using marketing to find a niche, celebrity marketing, masculine beauty, beauty around the world, cosmetic surgery becoming mainstream, tattoo artists, organic and sustainable beauty, the future of beauty and, ultimately, the price of beauty.
Full of fascinating detail on great names such as Revlon, Estée Lauder, L’Oréal and Max Factor, Branded Beauty looks at the history of the beauty industry and considers its future.
- Sales Rank: #677560 in Books
- Published on: 2011-10-20
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x 1.07" w x 6.38" l, 1.24 pounds
- Binding: Hardcover
- 288 pages
Review
"Readers will enjoy Tungate's storytelling, and he includes helpful bullet points that summarize each chapter. ...Chapters that discuss the rising popularity of tattooing, cosmetic surgery, digital marketing, and ethical and sustainable products are of particular interest and could be useful in forecasting trends. ...Summing Up: Recommended. General readers and lower-division students." (D. Salomon CHOICE)
"[F]ascinating book... well written, interesting and solid (footnotes for example) and it is full of fun facts and new details and stories. I can recommend this to anyone, I loved it." (Bettina Grissen A Corner of the Library)
Brand owners and entrepreneurs, beauty and cosmetology students, marketing students and the general public.
"I highly recommend this book for anybody who wants a comprehensive example of marketing in action, as well as for the everyday cosmetics consumer." (Shannon Hopkins LuxuryReading.com)
"Tungate's descriptive writing and cliffhanger chapter endings make the biographical portion of the book both fascinating and highly entertaining… Tungate's arguments are well-researched and his findings on an industry that is notoriously secretive are enlightening and often surprising. …should not be seen as a critique of cosmetic companies. Rather, it is an in-depth look at how the industry developed and where it stands today. After all, Tungate's specialty is marketing, as an instructor of branding and advertising courses at Parsons Paris School of Art and Design, as well as the author of several books and columns regarding advertising. The story of how a few men and women revolutionized marketing strategies as well as public opinion on beauty is indeed enthralling and Branded Beauty will be valuable for anyone interested in a behind-the-scenes look at one of the world's most ubiquitous industries." (Claire Posner ForeWord Reviews)
About the Author
Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Adland, Fashion Brands, and Branded Male. As a journalist, Mark has written for publications such as The Times, The Telegraph, and The Independent. He has a weekly column in the French media magazine Stratégies and writes about marketing, fashion and design for the website Stylus.com. Alongside his writing, he teaches at Parsons Paris School of Art and Design.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Beauty History & Marketing 101
By Rex Romanov
Branded Beauty is a great factual History Book of the Cosmetics/Beauty Industry. You get a front row seat of the behind the scenes and birth of many of the "Big Players"...Global views from Elizabeth Arden USA to L'Oreal Paris show how the now Ultra-Glam got their starts. I have had more fun and enjoyed reading this from cover to cover. In addition to the interesting History of Beauty, it also presents a perfectly focused marketing study of just "Why We Buy"! A great read for sure.
2 of 2 people found the following review helpful.
BEAUTY OVERVIEW
By Federico Legorreta
Tunegates book on the Beauty industry is a short course on how the iconic beauty brands have flourished in the global market. I expected a bit more in depth analysis on the social impact. Very good informative reading!
0 of 1 people found the following review helpful.
Book fit description
By KL
The description of this book was very helpful when I was deciding which books to use for a senior seminar class. I used this for its detailed beauty industry information and it helped me receive an A on my research paper. It is an easy read and was extremely helpful.
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