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October 2004 (Revised July 2013)
Case

Making China Beautiful: Shiseido and the China Market

By: Geoffrey G. Jones, Akiko Kanno and Masako Egawa

Describes the multinational growth of Shiseido, the world's fourth-largest cosmetics company, with a focus on its strategy in China since 1981. Explores the challenges facing firms in the globalization of a culturally specific industry such as cosmetics. The Japanese... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Growth and Development Strategy; Resource Allocation; Competition; Beauty and Cosmetics Industry; China; Japan

February 2025
Teaching Note

Influencer-Led Brand Building: Hairitage and the McKnights

By: William R. Kerr and James Palano

Teaching Note for HBS Case No. 825-066. Mindy McKnight started in 2009 as an early influencer on social media whose videos of creative hairstyles for girls launched her family on an entrepreneurship journey. The McKnights transitioned from YouTube ad revenue to brand... View Details

Keywords: Family Business; Social Media; Entrepreneurship; Brands and Branding; Product Launch; Power and Influence; Expansion; Beauty and Cosmetics Industry

April–June 2014
Article

Firmes mondialisées et imaginaire de la beauté

This article highlights the role of business enterprises as influences on ideals of human beauty. The homogenization of such ideals has been one of the most noteworthy features of globalization over the last two centuries. This study suggests that firms were both... View Details

Keywords: American History; Economic History; Business History; Globalization; Entrepreneurship; History; Beauty and Cosmetics Industry; Europe; North and Central America

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June 2008 (Revised April 2013)
Case

Bernd Beetz: Creating the New Coty

By: Geoffrey Jones and David Kiron

Considers the creation of the world's largest fragrance company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of developing a beauty... View Details

Keywords: Mergers and Acquisitions; Entrepreneurship; Globalized Firms and Management; Growth and Development Strategy; Corporate Strategy; Beauty and Cosmetics Industry; Germany; United States

July 2021 (Revised February 2022)
Case

Mary Kay Inc.: Enriching Women's Lives while Embracing Change

By: Elie Ofek, K. Shelette Stewart and Julia Kelley

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at... View Details

April 2020
Teaching Note

Glossier: Co-Creating a Cult Brand with a Digital Community

Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details

Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States

December 2004 (Revised April 2006)
Case

Managing Diversity at Cityside Financial Services

By: Robin J. Ely and Ingrid Vargas

Cityside Financial Services, a disguised consumer bank, serves both a largely African-American urban community and a more affluent, predominantly white clientele. To match the gender and racial makeup of its staff to that of its customers, Cityside's sales division... View Details

Keywords: Selection and Staffing; Situation or Environment; Race; Employees; Gender; Customer Satisfaction; Diversity; Cross-Cultural and Cross-Border Issues; Banks and Banking; Banking Industry

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

14 Mar 2011
Research & Ideas

Water, Electricity, and Transportation: Preparing for the Population Boom

Herlaut is bullish on electric bikes; Ecomobilité recently funded the company Urban-Cab, an electric bike courier and taxi service. As for Singapore, Liu said the country would like to do more to encourage bike riding, but there's an... View Details

Keywords: by Carmen Nobel

Article

The Re-Industrialization of the United States?

By: Willy C. Shih

Talk of "re-industrialization" in the United States has been supported by a seeming resurgence in manufacturing, but this is driven more by the end of labor arbitrage and increasing coordination costs of offshore manufacturing. Aggressive restructurings and significant... View Details

May 2019 (Revised July 2019)
Case

Walmart's Workforce of the Future

By: William R. Kerr and Jordan Bach-Lombardo

Faced with intense competition from Amazon, Walmart began a transformation of its operations and workforce in 2015. The goal was to create an omnichannel retail experience for customers that seamlessly joined online and offline shopping. This case explores Walmart's... View Details

Keywords: Walmart; Managing The Future Of Work; Workforce; Automation; Ecommerce; Omnichannel Retail; Operations; Transformation; Employees; Training; Information Technology; Infrastructure; Disruption; Competitive Strategy; E-commerce; Information Infrastructure; Retail Industry

February 2021 (Revised July 2022)
Case

Sarah Breedlove: Changing the World

By: Robert Simons and Max Saffer

This case describes the rise of Sarah Breedlove, who later called herself Madam C.J. Walker, from the cotton fields of Louisiana to the head of a successful, nationwide beauty company providing opportunity and hair care products to Black women. The case describes how... View Details

Keywords: Brands; African-american Entrepreneurs; Entrepreneurship; Values and Beliefs; Personal Characteristics; Success; Work-Life Balance; Business Startups; Brands and Branding; Marketing; Personal Development and Career; Beauty and Cosmetics Industry; United States

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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April 1991 (Revised March 2017)
Teaching Note

Mary Kay Cosmetics: Sales Force Incentives (A) and (B)

By: Robert Simons

Teaching Note for (9-190-103) and (9-190-122). View Details

Keywords: Motivation and Incentives; Salesforce Management; Beauty and Cosmetics Industry

July–August 2012
Article

The Growth Opportunity That Lies Next Door

This article uses the case of Natura, the largest Brazilian beauty company and one of the world's top twenty beauty companies, to explore how the logic of globalization is changing for corporations from emerging countries as growth opportunities in those countries... View Details

Keywords: Brazil; Marketing; Green Marketing; Environment; Globalization; Developing Countries and Economies; Geographic Location; Growth and Development Strategy; Beauty and Cosmetics Industry; Latin America; Europe

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12 Sep 2017
First Look

First Look at New Research and Ideas, September 12, 2017

classes, beauty products, and eSports offerings. Chairman Lee and VC Lee believe that KCON is a good vehicle for accelerating the Hallyu wave of Korean culture that was still... View Details

Keywords: Carmen Nobel

10 Mar 2015
Research & Ideas

The Surprising Winners and Losers in the Retail Revolution

disproportionately to Quick Serve Restaurants [QSRs]) and filling in their non-perishable needs (household items, canned goods, health and beauty care) on separate store-based... View Details

Keywords: by Sean Silverthorne; Retail

Teaching Interest

Overview

By: Geoffrey G. Jones

I currently teach the history of global entrepreneurship over the last 200 years. The 28-session course called Entrepreneurship and Global Capitalism has become one of the most popular second year electives in the MBA program at the Harvard Business School. The cases,... View Details

November 2011 (Revised October 2014)
Case

Attack of the Clones: Birchbox Defends Against Copycat Competitors

By: Peter A. Coles and Benjamin Edelman

Birchbox offers trial-sized beauty products delivered monthly by mail—attracting rave reviews. Seeing the success of this model, numerous "copycat" clones seek to offer the same service. Many of these copycats focus on non-U.S. countries, but others are challenging... View Details

Keywords: Competition; Competitive Strategy

June 1995
Supplement

Dow Corning and the Breast Implant Controversy (B)

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

Provides an update to the (A) case. View Details

Keywords: Beauty and Cosmetics Industry; Beauty and Cosmetics Industry

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