Branded Beauty: How Marketing Changed the Way We Look [Hardcover]

Mark Tungate (Author)

Book Description

Publication Date: November 5, 2012

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 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 and 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 the inspirational individuals who have shaped the industry Branded Beauty also considers the future of this global obsession.

Editorial Reviews

Review

"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." -- ForeWord Reviews

"...[an] objective examination of the beauty industry...Mark Tungate cannot help placing the case before us in an admiring light...[He] goes through the histories of virtually all the major and growing companies selling beauty products in sharp, upscale magazine prose...with a certain twinkle and smile to his writing voice that makes for a relaxed and informative book." --By the Book Reviews 

"[Tungate] is to be congratulated for this unique work on the business of beauty, which has obviously changed the way we look."Review from Biz India

"...[A] stellar example of non-fiction -- just good journalism and engaging, clean writing. ...It is excruciatingly well researched, with chapter notes and [a] bibliography... Mr. Tungate takes us along with him as he visits the scientists and marketers that enable our beauty, inserting himself into the story in little episodes so we can experience what he does." -- Christine Frank, goodreads.com

"...[A] great read." -- Pierce Mattie Public Relations

"...interesting histories of the famous names in the cosmetics industry - Elizabeth Arden, L'Oreal, Revlon, etc. …[A] fascinating history of and glimpse into the modern beauty industry. If you like books like Why We Buy, this is a great one to look at for an industry-specific view." -- Joy of Booking

"...Tungate chronicles the rise of the beauty business. ...The truth isn't always pretty but it is fascinating." --Deidre Woodland, Pursuitist

"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

 "This book is a great read for anyone interested in the world of beauty, how it works from the inside and what the future is likely to bring..." --The Women's Room

"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." --CHOICE 

"…[A] kind of world encyclopedia of the history of beauty products and businesses…. Buy this for the cosmetics fans in your library as a reference guide." -- Kristin Fontichiaro, www.librarything.com 

Branded Beauty on Racked.com

From Amazon reviewers:
" Very good informative reading!" -- Federico Legorreta

"…[A] great factual History Book of the Cosmetics/Beauty Industry… A great read for sure." -- Rex Romanov

"...[A] very interesting read." -- Laurie Brown

About the Author

Mark Tungate is a journalist specializing in branding and communication. He is the author of the best-selling Fashion Brands, as well as Adland: a global history of advertising, Luxury World, Branded Male and Media Monoliths (all published by Kogan Page). Based in Paris, he has a weekly column in the French media magazine Strategies, and writes about advertising, style and popular culture for the creative industry intelligence service Stylus.com. His work has appeared in publications ranging from The Times and The Independent to Frame magazine and CNN Traveller. He is also the co-author of The Epica Book, an annual review of the best European advertising. In addition, Mark teaches courses about branding and advertising at Parsons Paris School of Art and Design. He has addressed conferences around the world and has been on the juries of several advertising competitions.

Product Details

• Hardcover: 288 pages
• Publisher: Kogan Page (November 5, 2012)
• Language: English
• ISBN-10: 0749461810
• ISBN-13: 978-0749461812
• Product Dimensions: 6.5 x 0.8 x 9.5 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #851,333 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful

4.0 out of 5 stars Cosmetics: the world of promises March 28, 2012

By Laurie A. Brown VINE™ VOICE

Format:Hardcover

In this book, Mark Tungate explores how the beauty industry- soaps, hair products, perfume, makeup and skin concoctions- has pushed its way into a multibillion dollar business.

Like all beauty books, the author starts with a brief history of beauty trends, starting with the ancient Egyptians. He quickly gets to the modern age, though, giving brief bios of Helena Rubenstein and Charles Revson's Revlon, who brought beauty products out of the kitchens of women and into a prominent place in the western world. With the advent of movies, makeup became something that was necessary for women to look their best, not something only fallen women wore. Advertising convinced women- and to a lesser extent, men- that perfect skin was necessary for happiness, that a well made up face would ensure success, and that smelling seductive would bring you love.

Only a small fraction of the price of cosmetics is actually spent on materials; packaging, advertising and promotion account for the rest. The cosmetics industry sells us stories, and humans thrive on stories. This perfume will make you feel like you're walking on a tropical beach. This cream will keep you young forever. While color cosmetics (lipstick, eyes shadow, mascara) are probably the most visible cosmetics, they aren't the ones with the biggest stories behind them. That you'll be hip if you wear Urban Decay eye shadow is less of a lie (you can see the effects in your mirror) than the lie that creams that cost over $1000 a jar will make your skin soft, wrinkle free, and young, because it's hard to verify if the cream is doing the job. In reality, expensive skin creams can do little beyond what the cheap ones do. Society has been changed by marketing to believe that youth, beauty and happiness are available in a bottle.

The book is fast reading; Tungate covers all the trends but does so fairly briefly. Each chapter has the main points in a box at the end, like a text book. It's a very interesting read if you love sociology. The author amusingly points out that he himself and his wife buy cosmetics, knowing how they are sold to people, for the soothing, hopeful ritual of using them. Cosmetics just make people feel good; if you're lucky, the feeling lasts. If not, the next advertisement will convince you that the new product is really what you need.

5.0 out of 5 stars Book fit description July 25, 2012

By KL

Format:Hardcover|Amazon Verified Purchase

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.

5.0 out of 5 stars Entertaining and informative July 16, 2012

By Jordan Phillips

Format:Hardcover

I have recommended this book to numerous friends in the beauty industry. It is well written and would be of interest to those both inside and outside the industry. Mark Tungate's books are always fun and informative, and this one is no different.