The global beauty business permeates our lives; influencing how we perceive ourselves and what it is to be beautiful. The brands and firms which have shaped this industry; such as Avon; Coty; Esteacute;e Lauder; LOreacute;al; and Shiseido; have imagined beauty for us.This book provides the first authoritative history of the global beauty industry from its emergence in the nineteenth century to the present day; exploring how todays global giants grew. It shows how successive generations of entrepreneurs built brands which shaped perceptions of beauty; and the business organizations needed to market them. They democratized access to beauty products; once the privilege of elites; but they also defined the gender and ethnic borders of beauty; and itsassociation with a handful of cities; notably Paris and later New York. The result was a homogenization of beauty ideals throughout the world.Today globalization is changing the beauty industry again; its impact can be seen in a range of competing strategies. Global brands have swept into China; Russia; and India; but at the same time; these brands are having to respond to a far greater diversity of cultures and lifestyles as new markets are opened up worldwide.In the twenty first century; beauty is again being re-imagined anew.
#2735474 in eBooks 2011-09-28 2011-09-28File Name: B005OY926U
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