Professor and Alumna Team Up to Write the Book on the Beauty Industry
AuthorAdministratorREG_DATE2023.08.28Hits311
Delphine Horvath, assistant professor, Cosmetics and Fragrance Marketing, teamed up with alumna Lindsay Karchin six years ago to fill a critical educational gap the two saw in the beauty industry. The textbook that resulted from that collaboration, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry, was published by Bloomsbury in July, and is making its way into curricula nationwide. The first marketing textbook devoted solely to the beauty industry, it is available through most major book retailers including Amazon and Barnes & Noble.
The book provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts. There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers.