Branded Beauty: How Marketing Changed the Way We Look

By Mark Tungate

Beauty is a multi-billion greenback worldwide embracing makeup, skin care, hair care, fragrances and plastic surgery. through the years, it has used flattery, seduction, technological know-how and disgrace to cajole shoppers that they’ll need to make investments in the event that they are looking to glance their best. 

In Branded Beauty, Mark Tungate delves into the historical past and evolution of the sweetness company. From luxurious boutiques in Paris to tattoo parlors in Brooklyn, he talks to the folk who’ve made pores and skin their alternate. He analyzes the promoting ideas utilized by these developing and promoting good looks items. He visits the labs the place researchers search the main to everlasting early life. Tungate covers an enormous array of issues together with: the origins of good looks, the significance of odor, fashion designer model and sweetness, utilizing advertising to discover a distinct segment, big name advertising, masculine attractiveness, attractiveness all over the world, plastic surgery changing into mainstream, tattoo artists, natural and sustainable attractiveness, the way forward for good looks and, eventually, the cost of beauty. 

Full of attention-grabbing aspect on nice names corresponding to Revlon, Estée Lauder, L’Oréal and Max issue, Branded Beauty seems on the historical past of the sweetness and considers its destiny.

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For this reason it's unsurprising that we enhance an inbuilt allure to things and contours that point out prestige. ’ ‘Youth’, ‘vitality’, ‘radiance’ – those are the phrases utilized in ads reproduction by means of attractiveness manufacturers, which additionally provide a promise of prestige with their smooth packaging, exorbitant costs and smooth spas. chatting with the manufacturers approximately all this took a few doing. attractiveness is a hugely aggressive – and an oft-criticized one – and it has a typical aversion to outsiders. My makes an attempt to interview an individual at Clinique, owned via Estée Lauder businesses, have been ordinary of the contortions I went via. First I despatched a mail to the USA PR division attaching the synopsis of the e-book, which used to be eventually spoke back with a mail inquiring for… a synopsis of the ebook. it slow after that, i used to be installed contact with the company’s French PR division (as you've got amassed, I stay in Paris). a really pleasant lady there instructed me that, because the publication will be released in English, I may still most likely take care of the USA PR division. ‘But be warned,’ she extra, ‘you are an unknown. the sweetness is predicated on relationships. they generally tend to not seek advice from humans they don’t be aware of. ’ Sure adequate, a few month after my unique mail, I bought a quick message with politeness thanking me for my curiosity in Clinique, yet including that, ‘due to company coverage, we don't permit our advertisements to be published in textual content books’, which isn't what I had requested for within the first position. I understood, besides the fact that, that this used to be extra approximately mystique than Clinique: attractiveness businesses build myth worlds, they usually do not need their clients to peek at the back of the display. i stopped up counting on associates of acquaintances, former scholars who labored within the undefined, govt ‘insiders’ who wanted to stay nameless. every now and then it felt extra as if i used to be engaged in business espionage than writing a e-book. i don't fake that it is a definitive paintings, neither is it an encyclopaedia: it's a own undertaking, and that i coated the manufacturers and topics that me, hoping alongside tips on how to solution the query implicit within the book’s subtitle. advertising has replaced us. It has made us extra conscious of our non-conformity, of our lack of ability to check as much as an more and more exacting template of good looks. the way it did that's the imperative – yet now not the one – preoccupation of this ebook. First, although, i needed to commute again in time, to fulfill the figures who shaped our beliefs of attractiveness. It was once an extended trip than I had expected. 1 CHASING CLEOPATRA ‘She who doesn’t blush by means of blood blushes by means of artwork. ’ i ultimately stuck up with Cleopatra on the Louvre. I had stalked her from the Musée Gustave Moreau, the place I had was hoping she may be hiding. yet even if the overcrowded partitions of the artist’s former domestic have been testomony to his ardour for wilful girls – his brush had erotically evoked Bathsheba, Salome and Delilah – his portrait of Cleo was once nowhere to be noticeable. ‘We’ve received the poster,’ stated the woman on the price ticket table apologetically. ‘But the unique is on the Louvre.

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