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History of cosmetics academic journal
Cosmetic industry history
The History of Cosmetics and the Trends in the Fashion Industry
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Now, at the start of the 19th century, the world of beauty market has boosted up and become so popular that almost everyone knows. The growth of the world beauty market has closely linked to the globalization waves (Jones, 2011). Global beauty market has increased by 4.5% annually on average. Growing consumer incomes and lifestyles change are driving the world beauty products industry which is aimed to hit around 265 billion USD by 2017 (Leopairote, 2015). From the past information, the World War 1, World War2, democratization, or even globalization today, many brands have come up due to many factors including, industrial development, economy, communication, trade, and purchasing power (Kapferer & Bastien, 2009). And from these important factors impulse people to be customary with worlds’ beauty care brands. Thus, the cosmetic industry is a very profitability, innovative fast paced industry that make the potential of markets so huge in the forthcoming (Kumar, Massis, & Dumonceaux, 2006). From the …show more content…
Particularly, great care and skin treatment are aimed to make skin healthy and smooth always. There are many different types in cosmetics industry including cosmetic of hair, lotion, cosmetic of eyes, cream and so on. The types are found on their function to various groups of product in each country. The main issues concern about people’s daily life that they face pollution in their surrounding environment that can cause problem to skin. From the report, amongst these various products, skincare products were the greatest popular products and became the main trend in the global cosmetics market and industry. In addition, the Asia Pacific Zone was really the huge market about 40% in the total value of global skincare product market. As the result, the skincare product could be prospective to be a huge and potential market in this zone (Liang,
Mazal Group was founded in 2007, in Chatsworth, California. They have six main brands and two brands being developed. With their emphasis on cosmetics, they have shown excessive growth in the last few years, opening an average of eight new stores and ten kiosks each year. They have eighty-four employees in their headquarters, up from the initial eight that started in 2007. In 2013, the cosmetics industry in the United States earned revenues of $56.63 billion, with facial skin care representing 27% of the industry (Exhibit 1). CEO, Adi Oded, says, “The cosmetics industry, especially in skincare, is booming. We have all these baby boomers getting older and looking for anti-aging solutions and we are giving them those solutions” (personal communication, June 27, 2014). The cosmetic industry is constantly developing and this in-depth analysis will provide the explanation of why Mazal Group has had so much success in recent years.
We all know that cosmetics existed thousands of years ago. Cleopatra used a heavy arsenal of beauty aids to help her shake the foundations of the Roman Empire. Yes, cosmetics and perfumes have a long history, but the consumer industry we live in is relatively recent, a creation of the decades 1890 through 1920. The products hawked in the 19th Century by druggists, perfumers, barbers, physicians, and a colorful assortment of other enterprising individuals were primitive by our standards. Certainly, active ingredients were used with abandon, notably arsenic, lead, and mercury. These were products that really made visible differences, and the consumer was well-advised to be wary of the majority of these mysterious concoctions.
Esthetics, or aesthetics, translated literally means, “concerned with beauty or the appreciation of beauty.” As an industry, esthetics refers to the health and appearance of the skin on an epidermal level. It encompasses skin care, hair removal, and other services that aid in improving an individual’s physical appearance. Some of these services include deep cleansing facials, full body waxing, chemical peels, eyelash extension application, eyelash and brow tinting, and makeup application.
The biggest strength for Belle Couleur lies in one of its marketing mixes, price. Belle Couleur will be the only mid-priced product in the Dutch hair colorant market and will compete with the upper and lower priced brands. Moreover the price sensitive Dutch women are value shoppers and thus this aspect of the product will appeal to them. The market research indicated that the buying intentions of the women increased after the price was revealed in the test-use. The pricing of the product coupled with the price sensitive nature of the Dutch women will be the leading strength for Belle Couleur.
Based on the information provided in the L’Oreal case, Yue Sai struggled to grow and capture additional sales in the high-end Chinese cosmetics sector. In the past, L’Oreal attempted to position Yue Sai in several different ways which can be viewed as detrimental to the company image, showing uncertainty as the company struggles to see which positioning strategy will stick. The most recent positioning presented in the case, which desires to “deliver Yue Sai’s longstanding brand promise that ‘Nobody knows Chinese skin better than Yue Sai’”, allows the highest probability of success for the company capitalizing on countless fresh trends in Chinese cosmetics (6). The positioning statement would reflect this new strategy: “For the modern Chinese woman Yue Sai offers a line of high-end cosmetics. Unlike other high-end cosmetics Yue Sai combines traditional Chinese medicine and sophisticated technology adapted to the unique skin type of Chinese women.” Yue Sai saw reasonable success and hope in the new Vital Essential line which utilized traditional Chinese medicine and, therefore, resulted in above average repeat purchases. Continuing to focus the strategy around traditional Chinese medicine should benefit Yue Sai considerably. Another suggested strategy would be to wholly reposition Yue Sai, however this is ill advised. As stated in the case, Yue Sai tried numerous different positioning strategies, which ultimately provided no clear path strategy. Repositioning would show uncertainty in the company, lowering brand value in the eyes of the consumer.
MAC (Makeup Art Cosmetics) is originally a Canadian company that has been operating for more than 20 years and it has already penetrate to many countries all around the world, in the North and South America at most. It sells brand cosmetics of high quality that is intended for professional as well as everyday usage. The brand is sought-after also by many celebrities, fashion models, and photographers because of its delicate texture, huge choice of colors, and durability. The products are usually very well tolerated on every skin type and MAC make-up items are also suitable for women with sensitive eyes (MAC, 2007, p. 1). The prices of the MAC cosmetics are comparable with other high quality world brands, i.e. those which cannot be bought in drugstores, but in the specialized cosmetic stores or international perfumeries that the company has a contract with. That hinders the company from further expansion into other countries, mainly in Central and Eastern Europe, because of the limited ways of sale.
Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)
Overview NARS Cosmetic is a cosmetic company founded by Francois Nars in New York, US in 1994 (Hollywoodnoirmakeup.com, 2012). It is considered as one of the best-selling cosmetics and skincare products company in U.S.A, Canada, Korea, Japan, and Taiwan (Shiseido Co., 2014). Since the demand for cosmetics is growing every year and people are looking for more quality products, the company decided to open a new branch in the Middle East to have more customers and to satisfy them by making the NARS product more easily accessible. The aim of this paper is to indicate the best country among the GCC to open a new NARS Cosmetic branch by studying every country’s feasibility of a new cosmetic branch. We hope this expansion can please our customers and make better reputation in GCC countries,besides increase our profit.
In the 1920s, makeup played a vital role especially for women trying to recover from the fears and horrors of the war. After the recession, it lead to an increase of manufacturing new cosmetic products and brands such as Maybelline. As makeup made its debut to the world, stores were opening and slogans such as “try before you buy” just like Gordon Selfridge proclaimed women to get a sense of what products to use along with spreading the word to others if content with the amazing outcome. Face and complexion was considered by most as an important factor for representing beauty of an artificial face. Face powder was very essential because many women wanted to create a light, sandy
L’Oreal is the largest beauty company in the world and in the past 100 years that it has expanded, it has supplied to 130 countries with offices in 58 different countries. This global company is the number one premium cosmetic product in the world today and has taken the core and beauty of people’s everyday lives since 1907, the beginning of L’Oreal. The superior leadership of a guy named Eugene Schueller started this strategic company with basic products such as hair care and also the first man-made hair color product. Five years later you could find these products in Austria, Italy, and the Netherlands. In 1934 Eugene invented the first mass market of soap less shampoo and this led the success of L’Oreal in the country of Europe which soon recognized them as the leader in body care and hair coloring products. Finally soon after World War II L’Oreal moved into the United States and the company seemed to change. When L’Oreal expanded the competition was more involved and more growth was needed in order for the company to be more successful. With problems like this, the strategy and planning that has been applied in L’Oreal has been huge for the success of the company. L’Oreal realized they needed to expand in other fields of the beauty market and target markets in order to stay alive and successful. This would mean that L’Oreal would need to acquire other companies as part of their expansion and through this they have kept the constancy of the leading company with acquisitions of many small companies. Finally in the 1980s they started their globalization into new markets all around the globe by acquiring new companies that would form the cosmetics that we know today. Although the role of acquisitions has never been the main focus of the company, internal growth and strategy was the number one reason for L’Oreal becoming such a big name. The main strategy was to adopt new companies and expand it from within believing that the brand could be taken globally and benefit their overall brand portfolio. The main role of acquisitions was to increase and lengthen the internal growth rate. L’Oreal started acquiring companies from the beginning of their name. They started with the basics of their own brands such as L’Oreal Professional, L’Oreal Paris, Kerastase, and Club des Createurs de Beaute.
In the short reading, The Cunning of Cosmetics, by Jeffrey Kipnis, he begins by explaining what architecture is reacting to and how it effects the direction it is going in. As a result from explaining this, he starts to ponder on his job on Herzog & de Meuron and question, “When did my infatuation with HdM’s work begin?”(Kipnis 23) he starts to realize that buildings have the “Ability to insinuate itself into my psyche” without forcing itself upon someone. He is able to analyze this in the magazine he was reading Arch- Plus by Nikolaus Kuhnert and see how he separated the magazine into two sections – Ornament and Minimalism, through this he able to explore prime examples such as Signal Box and Ricola Europ, explaining how the use of their materiality and modern ornamentation can give a “Erotic allure…the sirens of the Odyssey”. Overall he is clarifying that
According to the textbook case study, the main reason is due to the market in the United States for cosmetics are very mature, not to mention extremely competitive. Because of this, Avon made the decision to put its emphasis – and resources – in less-competitive markets. (Daniels, 2010)
After studying the cosmetic market we can identify a series of needs in this market:
To conclude, by analyzing the environmental changes that may affect the future profitability of cosmetics retail industry, it is found that there are perfect transportation and some policies that can attract more Mainland tourists to visit Hong Kong. Backed with the significant purchases made by the Mainland tourists, sales in those cosmetics retail chains can be stimulated. Also, as most women care about their appearance, the demands of cosmetics and skincare products are quite high. Overall, this industry is able to remain attractive in the coming future even under fierce competition.
In discussion, it were suggested that the individual him/herself, should approach the dermatologist to do skin checkup, and get suggested the right skin care and beauty products; and the products should be avoided for any skin allergies. This is a better way where the consumers will have a better idea of what needed by their skin and they can consider this when buying beauty products and also to avoid overspend. The consumers also should check for the review of users of the beauty products they planned to buy and visit the government website to check the registered and certified beauty products; and also to report the uncertified one for the government to take action. It will make people aware of brands that do follow the rules set by government and have less side