"Discover the tools required to pursue your career in cosmetics marketing. Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry 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 are also practical, beautifully illustrated resources for entering the field, including exercises for boosting creativity, and interview preparation, as well as a breakdown of the beauty products and theory used by makeup artists and product developers. With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainabilty, this a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels, Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar global industry and to shape the next generation of leaders in beauty"--