How Marketing Changed The Way We Look
By Mark Tungate
Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances, cosmetic surgery – even tattooing and piercing. Over the years it has used flattery, seduction, science and shame to persuade consumers that they have to invest if they want to look their best.
In this book, the author delves into the history and evolution of the beauty business. Chapter 6: “Giants in the Bathroom” gives a brief history on how Procter & Gamble, Unilever and Nivea each got started, became beauty industry giants, and their steps toward advertising effectiveness.
Chapter 6 from Branded Beauty: How Marketing Changed the Way We Look, by Mark Tungate, published October 2011 by Kogan Page. Copyright 2011 by Mark Tungate. Reproduced by permission of Kogan Page.
"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."— Student at Boston College after AEF sent speakers from DigitasLBi