Cosmetics Industry - Publications - Faculty & Research - Harvard Business School

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November 2019 (Revised June 2020)
Case

Shiseido Acquires Drunk Elephant

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

Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States; Japan

March 2003 (Revised March 2004)
Case

P&G Japan: The SK-II Globalization Project

By: Christopher A. Bartlett

Traces changes in P&G's international strategy and structure, culminating in Organization 2005, a reorganization that places strategic emphasis on product innovation rather than geographic expansion and shifts power from local subsidiary to global business management.... View Details

Keywords: Business Subsidiaries; Trade; Globalization; Global Strategy; Innovation Strategy; Business or Company Management; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Hong Kong; Japan; Taiwan; Europe

May 2014 (Revised March 2017)
Case

Unilever's Lifebuoy in India: Implementing the Sustainability Plan

By: Christopher A. Bartlett

Unilever's new Global Brand VP must not only revitalize Lifebuoy soap's sagging market performance, but simultaneously impact the health of one billion people worldwide. The latter challenge comes from Unilever's new CEO who has introduced the Unilever Sustainable... View Details

Keywords: Multinational Management; Corporate Social Responsibility; Strategy Implementation; Marketing Strategy; Mission And Purpose; Change Management; International Business; Global; Fast-moving Consumer Goods; Soap; Corporate Social Responsibility and Impact; Health Care and Treatment; Environmental Sustainability; Global Strategy; Developing Countries and Economies; Beauty and Cosmetics Industry; Health Industry; India

01 Mar 2011
First Look

First Look: March 1

direct-selling cosmetics company involved in emerging markets exhibits significant foreign exchange risk exposure and profitability swings in the wake of the 2008 financial crisis. Students must review the company's use of derivative... View Details

Keywords: Sean Silverthorne

November 1994
Case

Dow Corning and the Breast Implant Controversy (A)

By: Willis M. Emmons III, Monica Brand and Greg Keller

In early 1994, Dow Corning Corp. debates whether to participate in a proposed $4.2 billion product liability settlement. Specifically, the firm must decide whether to contribute $2 billion to end a class action suit filed by women suffering from connective tissue... View Details

Keywords: Safety; Ethics; Health Disorders; Government Legislation; Crime and Corruption; Legal Liability; Risk and Uncertainty; Business Strategy; Communication Strategy; Lawsuits and Litigation; Health Industry; Health Industry

February 2005 (Revised June 2007)
Case

Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer

By: V. Kasturi Rangan and Rohithari Rajan

With liberalization of India's economy and the opening up of markets to foreign multinationals such as Procter & Gamble, the Indian subsidiary of Unilever--Hindustan Lever Ltd. (HLL)--was under pressure to grow revenues and profits. HLL had a long and stellar record of... View Details

Keywords: Economy; Market Entry and Exit; Business Subsidiaries; Revenue; Profit; Market Participation; Programs; Rural Scope; Poverty; Multinational Firms and Management; Consumer Products Industry; Consumer Products Industry; India

June 2011 (Revised May 2012)
Case

L'Oréal: Global Brand, Local Knowledge

By: Rebecca M. Henderson and Ryan Johnson

Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details

Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States

January 1981
Case

Mary Kay Cosmetics, Inc.

By: John P. Kotter

Introduces the student to Mary Kay Cosmetics, Inc., its business, its strategy, and its organization. Provides the necessary background for understanding the contributions of Mary Kay Ash, the company's founder and chairman. View Details

Keywords: Management Teams; Business Strategy; Organizations; Beauty and Cosmetics Industry

2023
Book

Deeply Responsible Business.: A Global History of Values-Driven Leadership

By: Geoffrey Jones

Corporate social responsibility has entered the mainstream, but what does it take to run a successful purpose-driven business? This book examines leaders who put values alongside profits to showcase the challenges and upside of deeply responsible business. Should... View Details

August 2020 (Revised September 2020)
Case

Facelift at Olay (A)

By: Sunil Gupta, Rajiv Lal and Olivia Hull

By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new... View Details

Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Advantage; Competitive Strategy; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio

2017
Book

Profits and Sustainability: A History of Green Entrepreneurship

By: Geoffrey Jones

This book explores whether profits and environmental sustainability are compatible through the lens of a global history of green entrepreneurship between the nineteenth century and today. It tells the story of the extraordinary and often eccentric men and women who... View Details

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March 2016 (Revised August 2022)
Case

Fair & Lovely vs. Dark is Beautiful

By: Rohit Deshpande and Saloni Chaturvedi

Women of Worth (WOW) is an organization that seeks to empower women through training and workshops. The organization has also fought against discrimination based on the color of a person's skin through its “Dark is Beautiful” campaign—endorsed by well-known... View Details

Keywords: Prejudice and Bias; Race; Marketing; Social Issues; Beauty and Cosmetics Industry

January 2009
Article

From Regional Star to Global Leader

By: Nitin Nohria

Yang Jianguo was recently promoted from country manager for China to global head of product development at a staid French perfume maker. He was chosen for his technical smarts and his knowledge of emerging markets—a critical avenue for growth, given that sales in the... View Details

Keywords: Communication Strategy; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Leadership Development; Management Teams; Emerging Markets; Product Development; Beauty and Cosmetics Industry; China; Paris

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18 Feb 2019
Book

What’s Really Disrupting Business? It’s Not Technology

entrepreneurs are more deliberate than this, beginning by analyzing the existing model in their industry and then layering their own innovation on top. But they still proceed largely by feeling their way, reacting opportunistically to... View Details

Keywords: by Danielle Kost; Beauty & Cosmetics; Beauty & Cosmetics; Beauty & Cosmetics; Beauty & Cosmetics

January 2011
Case

Clean Edge Razor: Splitting Hairs in Product Positioning

By: John A. Quelch and Heather Beckham

After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details

Keywords: Project Management; Interdepartmental Relations; Organizational Change; Organizational Change and Adaptation; Leadership; Conflict Management; Product Positioning; Marketing Strategy; Relationships; Product Development; Consumer Products Industry; Consumer Products Industry

15 Dec 2003
Research & Ideas

The New Global Business Manager

now we see new competitors come from smaller countries that, because their home markets are too small to support them, are moving immediately onto the global stage. We also see whole industries that are being born global, particularly the... View Details

Keywords: by Cynthia Churchwell

January 2019
Case

First Aid Beauty

By: Karen Mills and Annie Dang

In 2008, Lilli Gordon, an experienced financial and skincare entrepreneur, founded First Aid Beauty (FAB). She had discovered a white space in the prestige beauty market: high-end skin solutions that were suitable for sensitive skin. After initial success through... View Details

Keywords: Prestige Beauty; Skincare; Preferred Shares; Common Stock; Entrepreneurship; Venture Capital; Private Equity; Decision Choices and Conditions; Beauty and Cosmetics Industry

November 1991 (Revised July 1995)
Case

Body Shop International

By: Christopher A. Bartlett

Describes the start-up and rapid growth of a company whose founder holds strong, non-traditional beliefs about the role of the corporation and its responsibility to society. After profiling Anita Roddick as a person, the case describes the anti-mainstream approach she... View Details

Keywords: Business Startups; Business Growth and Maturation; Leadership Style; Management Succession; Management Teams; Corporate Social Responsibility and Impact; Values and Beliefs; Global Strategy; Beauty and Cosmetics Industry

16 Aug 2011
Working Paper Summaries

Managing Political Risk in Global Business: Beiersdorf 1914-1990

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

February 2018 (Revised October 2019)
Technical Note

The Art and Science of Brand Valuation

Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details

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