Branded Beauty ─ How Marketing Changed the Way We Look

Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances and cosmetic surgery. Over the years, it has used flattery, seduction, science and shame to persuade consumers that they’ll 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 parlors in Brooklyn, he talks to the people who’ve made skin their trade. He analyzes the marketing strategies used by those creating and selling beauty products. He visits the labs where researchers seek the key to eternal youth. Tungate covers a vast array of topics including: the origins of beauty, the importance of scent, designer fashion and beauty, using marketing to find a niche, celebrity marketing, masculine beauty, beauty around the world, cosmetic surgery becoming mainstream, tattoo artists, organic and sustainable beauty, the future of beauty and, ultimately, the price of beauty.

Full of fascinating detail on great names such as Revlon, Estee Lauder, L’Oreal and Max Factor, Branded Beauty looks at the history of the beauty industry and considers its future.

Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Adland, Fashion Brands, and Branded Male. As a journalist, Mark has written for publications such as The Times, The Telegraph, and The Independent. He has a weekly column in the French media magazine Strategies and writes about marketing, fashion and design for the website Stylus.com. Alongside his writing, he teaches at Parsons Paris School of Art and Design.