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Branded Beauty

Branded Beauty

How Marketing Changed the Way We Look

Mark Tungate


Branded Beauty explores the history and evolution of the multi-billion dollar global beauty industry as well as the marketing strategies used by those who create and sell beauty products.

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About the book

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'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 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. He 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 great names such as Rubinstein and Arden, Revlon, Estée Lauder, L'Oréal and Max Factor, Branded Beauty also considers the future of the beauty business.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Chasing Cleopatra;
    • Chapter - 02: The glamour professionals;
    • Chapter - 03: Out come the talons;
    • Chapter - 04: The beauty queen of Corona;
    • Chapter - 05: The French beauty factory;
    • Chapter - 06: Giants in the bathroom;
    • Chapter - 07: The stardust factor;
    • Chapter - 08: The 5 per cent solution;
    • Chapter - 09: The lure of luxury;
    • Chapter - 10: How to launch a cream;
    • Chapter - 11: The quest for eternal youth;
    • Chapter - 12: Beauty goes global;
    • Chapter - 13: A face in the crowd: finding a niche;
    • Chapter - 14: Beauty from shelf to street;
    • Chapter - 15: Digital beauty;
    • Chapter - 16: Under the knife;
    • Chapter - 17: The new male order;
    • Chapter - 18: Ethical, organic and sustainable;
    • Chapter - 19: The needle artists;
    • Chapter - 20: The future of beauty


Recommended in The Style List by Stylist Magazine

A skilled examination of the role of branding in society and provides useful insights into the art of modern marketing.
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Book Details

  • EAN: 9780749461812
  • Edition: 1
  • Published: 3rd October 2011
  • Hardback
  • Format: 241x164
  • 288 pages

About the Author

Mark Tungate is a British writer and branding specialist based in Paris. His best-selling book Fashion Brands has been translated into a dozen languages. 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 lectures at Parsons Paris School of Art and Design and at conferences around the world.

Mark Tungate