Enhanced descriptions from Syndetics:

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 to invest if they want to look their best. Branded Beauty delves into the history and evolution of the beauty business. From luxury boutiques in Paris to tattoo parlours in Brooklyn, it contains interviews with the people who've made skin their trade. Analyzing the marketing strategies used by those who create and sell beauty products, it visits the labs where researchers seek the key to eternal youth. It compares attitudes to beauty from around the world and examines the rise of organic beauty products. Full of fascinating detail from great names such as Rubinstein and Arden, Revlon, Estée Lauder, L'Oréal and Max Factor, Branded Beauty is the ultimate guide to the current state of the industry and what the future holds for the beauty business.

Table of contents provided by Syndetics

• Introduction: What is Beauty?
• 1 Chasing Cleopatra: The Origins of Beauty
• 2 The Glamour Professionals: Rubinstein and Arden
• 3 Out Come the Talons: Revlon
• 4 The Beauty Queen of Corona: Estée Lauder
• 5 The French Beauty Factory: L'Oréal
• 6 Giants in the Bathroom: From Soap Operas to Websites
• 7 The 5% Solution: The Importance of Scent
• 8 The Lure of Luxury: Designer Fashion and Beauty
• 9 A Face in the Crowd: Using Marketing to Find a Niche
• 10 The Quest for Eternal Youth
• 11 Welcome to Cosmetic Valley: The Land of The Labs
• 12 The Hollywood Factor: Max Factor and The Rise of Celebrity Marketing
• 13 Distributing Beauty: From Boots to Sephora
• 14 Beauty Goes Digital
• 15 Masculine Beauty
• 16 Beauty Around the World
• 17 Cosmetic Surgery Goes Mainstream
• 18 The Tattoo Artists
• 19 Organic and Sustainable Beauty
• 20 The Future of Beauty
• Conclusion: The Price of Beauty

Reviews provided by Syndetics

CHOICE Review

In his latest book, fashion and advertising journalist Tungate, author of Luxury World (2009), Branded Male: Marketing to Men (CH, Aug'08, 45-6889), and Fashion Brands (CH, Feb'09, 46-3349), profiles the evolution of the beauty industry and the marketing trends that define it. Tungate states that this work is not comprehensive, but instead a "personal project" that examines the brands and entrepreneurs he finds most interesting. Employing a biographical approach, Tungate tells the dramatic stories of how beauty entrepreneurs such as Elizabeth Arden, Estee Lauder, and Max Factor created their businesses and thrived in the global marketplace. Readers will enjoy Tungate's storytelling, and he includes helpful bullet points that summarize each chapter. Much of the material he presents, however, is extracted from biographies already published. 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. A more definitive and extensively researched work on the beauty industry can be found in Geoffrey Jones's Beauty Inspired: A History of the Global Beauty Industry (CH, Mar'11, 48-3959). Summing Up: Recommended. General readers and lower-division students. D. Salomon College of Letters and Science