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Branded Beauty: How Marketing Changed the Way We Look Hardcover – October 20, 2011

9 customer reviews

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Branded Beauty: How Marketing Changed the Way We Look + Color Stories: Behind the Scenes of America's Billion-Dollar Beauty Industry
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Editorial Reviews

Review

"[F]ascinating book... well written, interesting and solid (footnotes for example) and it is full of fun facts and new details and stories. I can recommend this to anyone, I loved it."
(Bettina Grissen A Corner of the Library)

"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)

"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."
(D. Salomon CHOICE)

"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." (Claire Posner ForeWord Reviews)


Brand owners and entrepreneurs, beauty and cosmetology students, marketing students and the general public.

Book Description


Lifts the lid on the $330 billion beauty industry

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Product Details

  • Hardcover: 288 pages
  • Publisher: Kogan Page (October 20, 2011)
  • Language: English
  • ISBN-10: 0749461810
  • ISBN-13: 978-0749461812
  • Product Dimensions: 6.4 x 1.1 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #1,161,667 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Laurie A. Brown VINE VOICE on March 28, 2012
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.
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4 of 4 people found the following review helpful By krissness on September 21, 2013
Format: Kindle Edition
The ebook is all jacked up. Sentences begin on one page but are completely disconnected from the subsequent text. Entire pages seem to be missing, based on the nonsensical order of thoughts between pages. Additionally, the book is more a history of cosmetics companies and their founders than a history of how these companies changed norms about appearance. Disappointing on multiple fronts.
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1 of 1 people found the following review helpful By Rex Romanov on December 18, 2011
Format: Hardcover Verified Purchase
Branded Beauty is a great factual History Book of the Cosmetics/Beauty Industry. You get a front row seat of the behind the scenes and birth of many of the "Big Players"...Global views from Elizabeth Arden USA to L'Oreal Paris show how the now Ultra-Glam got their starts. I have had more fun and enjoyed reading this from cover to cover. In addition to the interesting History of Beauty, it also presents a perfectly focused marketing study of just "Why We Buy"! A great read for sure.
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1 of 1 people found the following review helpful By Federico Legorreta on December 4, 2011
Format: Hardcover Verified Purchase
Tunegates book on the Beauty industry is a short course on how the iconic beauty brands have flourished in the global market. I expected a bit more in depth analysis on the social impact. Very good informative reading!
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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.
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