Cosmetics Marketing Strategy in the Era of the Digital Ecosystem

📖 Book Summary

This book explores how cosmetics firms have made the transition to technology-enabled beauty companies to meet changing customer demands. For this purpose, the contexts of cosmetics industry growth and digital marketing strategy in the post-pandemic world are presented here. The digital marketing strategies of Japanese and Korean firms are shown, along with new business models and future prospects in cosmetics industries. In the post-pandemic world, the growing middle class will set priorities for beauty–hygienic goals, nutritional choices, and healthcare development needs. The growth rates of Asian economies were slowed during the COVID-19 pandemic, yet their growth opportunities were not constrained. Diverse industries—the cosmetics industry in particular—have addressed the needs of these growing segments in Asia. In keeping up with the leading business trends, cosmetics firms also have leveraged big data and built their brand partnerships across industries, applying the Internet of Things (IoT) and artificial intelligence for their product and process development. The vast amounts of big data gathered through IoT devices are now being used to improve entire value chain operations, creating a digital thread through the global value chain. These data are increasingly used to create new services and develop a business model for global firms. As of 2021, four of the top ten global cosmetics firms are from the USA (Estée Lauder, Proctor & Gamble, Coty, and Johnson & Johnson), three are from Europe (L’Oréal, Unilever, and Beiersdorf), two from Japan (Shiseido and Kao), and one from Korea (Amore Pacific). The USA and European firms still maintain their competitive advantage in the cosmetics industry. Global cosmetics market share by region shows that North Asia is the largest (35%), followed by North America (26%) and Latin America (7%), Europe (22%), and Africa and other regions (10%). With the rapid increase of the middle class in the Asia region, more sales are expected there than anywhere else. In this dynamic market environment, a real challenge for the cosmetics industry is how to develop and put into practice its own unique business model.

This book by Young Won Park, Paul Hong provides valuable insights into makeup, beauty, and cosmetic techniques. Published by Springer Nature in 2024, this work addresses important topics in the beauty industry.

The book offers comprehensive coverage of its subject matter, combining practical techniques with theoretical foundations. Readers will find detailed explanations and guidance that can enhance their understanding and skills in makeup artistry and beauty care.

👥 Is This Book For You?

✅ YES it’s for you if: You’re interested in expanding your knowledge of makeup, beauty techniques, or cosmetics, whether as a professional or enthusiast.

❌ NOT for you if: You’re looking for content outside the beauty and cosmetics field.

⚖️ Pros and Cons

✅ Pros

• Comprehensive coverage of beauty and makeup topics
• Written by experienced author(s) in the field
• Practical insights and techniques
• Professional perspective on cosmetics

❌ Cons

• May require some background knowledge depending on topic complexity
• Content specificity may vary based on reader’s needs

🎓 What You’ll Learn in This Book

• Makeup techniques and application methods
• Beauty industry insights and best practices
• Cosmetic product knowledge and usage
• Professional approaches to beauty and skincare

📊 Book Information

• Author(s): Young Won Park, Paul Hong
• Publisher: Springer Nature
• Publication Date: 2024-10-01
• Pages: 235
• ISBN-13: 9789819736744