Publications

July 2002 (Revised March 2003)
Case

Avon.com (A)

Avon has always sold its products through a large independent direct-selling organization. However, it is now considering whether it should sell directly to the consumer. The company's independent representatives number 500,000 in the United States alone. Yet, there... View Details

Keywords: Organizational Change and Adaptation; Marketing Strategy; Internet and the Web; Salesforce Management; Marketing Channels; Beauty and Cosmetics Industry

March 2021 (Revised January 2022)
Case

Revlon: Surviving Covid-19

By: Kristin Mugford and Sarah Gulick

In October 2020, Revlon faced a crossroads. While it had been struggling with high levels of debt before COVID-19, the pandemic had caused it to go further into debt. Unlike other financial crises, many consumers had stopped buying skincare or cosmetics, and sales of... View Details

Keywords: COVID-19 Pandemic; Leveraged Buyouts; Insolvency and Bankruptcy; Financial Liquidity; Bonds; Corporate Finance; Borrowing and Debt; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States

January 2023
Case

Natura: Weathering the Pandemic at Brazil's Cosmetic Giant

By: Brian Trelstad, Pedro Levindo and Carla Larangeira

Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts... View Details

July 2009 (Revised August 2010)
Case

Radiant Cosmetics: What's in a Pout?

By: Robert C. Pozen and Mary Ellen Webster Hammond

In 2006, Radiant Cosmetics president and CEO, Margaret Clark, was contemplating the launch of a new, lip-plumping product called "Four Carat Pout." Clark faced many decisions concerning the launch: marketing the product as a luxury brand or a retail item; how to... View Details

Keywords: Global Strategy; Globalized Markets and Industries; Intellectual Property; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Beauty and Cosmetics Industry

20 Apr 2010
First Look

First Look: April 20

Industry Author: Geoffrey Jones Publication: Oxford and New York: Oxford University Press, 2010 Abstract The global beauty business permeates our lives, influencing how we perceive ourselves View Details

Keywords: Martha Lagace

December 2012 (Revised August 2020)
Case

Rodan + Fields Dermatologists

By: Das Narayandas, Michael Roberts and Liz Kind

The case focuses on issues involved in managing the direct multilevel marketing sales consultants who sell R+F skin care products. The company is trying to better manage the inconsistent and highly variable recruitment behavior of the sales force i.e., the degree to... View Details

Keywords: Marketing; Salesforce Management; Recruitment; Compensation and Benefits; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; California

20 May 2019
Blog Post

Makeup: How Kenya Hunt Transformed Her Career Through Cosmetics

distinctive makeup kit, and created a YouTube channel dedicated to application techniques. “I considered it something I just like to do, not a job,” says Kenya. Years earlier, in a middle school dance class,... View Details

Keywords: Consumer Products / Retail

16 Aug 2011
Working Paper Summaries

Managing Political Risk in Global Business: Beiersdorf 1914-1990

Keywords: by Geoffrey Jones & Christina Lubinski; Beauty & Cosmetics

January 2014 (Revised January 2017)
Supplement

Nivea (B)

By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar

This supplementary case follows up on an innovative R&D approach by Beiersdorf,a skin care and cosmetics company. The case relates what happened to the product launched by Beiersdorf, to its Nivea line, following the events of the A case, and how the commercial success... View Details

Keywords: Innovation; Innovation Management; Marketing; Innovation Strategy; Innovation and Management; Research and Development; Product Design; Collaborative Innovation and Invention; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry

17 Jul 2020
News

Support System

elements that give shea butter its gold status in Africa. “The next time you’re at the grocery store or a beauty store, flip over one of the containers that says ‘shea butter’ on the front,” says Akuete. “A lot of products will have a... View Details

Keywords: Maureen Harmon

Max (Francis) Factor, Jr.

Taking over the family company after the death of his father in 1938, Factor is regarded as a pioneer in the cosmetics and makeup business. He transformed the company from a Hollywood View Details

Keywords: Personal Care & Home Products

25 May 2021
Blog Post

Aisha Fatima Dozie is Igniting Confidence as the Founder of Bossy Cosmetics

From investment banking, to the federal government, to a beauty startup. From North America, to Africa, to Europe, to South America. Aisha Fatima Dozie (MBA 2002), founder of Bossy Cosmetics, has a colorful, vibrant, View Details

December 2011
Case

Roger Caracappa: Package Deals for the Estée Lauder Companies

By: James K. Sebenius

Roger Caracappa must negotiate a cost-saving, innovative proposal from a potential French supplier that could displace the otherwise satisfactory, long-time incumbent supplier. Shortly after being promoted to executive vice president of the Estée Lauder Companies with... View Details

Keywords: Operations; Supply Chain Management; Change; Innovation and Invention; Cost vs Benefits; Beauty and Cosmetics Industry

July 1983 (Revised September 1986)
Case

Johnson Wax: Enhance (B)

After the initial ASSESSOR indicated problems in formulation, product position, and advertising copy, Enhance was modified and retested using ASSESSOR. Compares the new results as well as presenting teaching study data. Enhance is well below predicted share. Is the... View Details

Keywords: Product Positioning; Marketing Strategy; Advertising; Product Development; Beauty and Cosmetics Industry

24 Nov 2021
Blog Post

What Are You Grateful For?

excitement. Christian: A beautiful fall in Boston – we have been out running or walking in mid-November! Also, getting to know my section through personal and powerful MyTakes. Sathvik: The amazing people of... View Details

May 1981 (Revised May 1985)
Case

MEM Co., Inc.

By: John A. Quelch

The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget. View Details

Keywords: Advertising; Distribution Channels; Budgets and Budgeting; Product Development; Beauty and Cosmetics Industry

July 2015
Case

Vita: Cosmetics in the Nordics

By: Das Narayandas, Krishna Palepu and Kerry Herman

Vita is a Norwegian cosmetics retailer owned by FSN Capital, a Scandinavian private equity company. The company has a strong market position in Norway. The case focuses on two strategic issues: how to develop an e-commerce strategy to supplement the company's... View Details

Keywords: E-Commerce Strategy; Norway; Cosmetics; Managing Under Private Equity Ownership; Strategy; Private Equity; Internet and the Web; Growth and Development Strategy; E-commerce; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Norway

June 2020
Teaching Note

Shiseido Acquires Drunk Elephant

By: Jill Avery

On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details

May 1981 (Revised December 1992)
Case

Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly

By: John A. Quelch

The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. View Details

Keywords: Advertising; Budgets and Budgeting; Product Marketing; Brands and Branding; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry