Delphine Horvath, assistant professor, Cosmetics and Fragrance Marketing, teamed up with alumna Lindsay Karchin six years ago to fill a critical educational gap the two saw in the beauty industry. The textbook that resulted from that collaboration, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry, was published by Bloomsbury in July, and is making its way into curricula nationwide. The first marketing textbook devoted solely to the beauty industry, it is available through most major book retailers including Amazon and Barnes & Noble.
The book 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. It is geared toward marketers, brand owners, entrepreneurs, and anyone else who’s passionate about beauty, and aims to influence and support the next generation of leaders in beauty.