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Case
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Reference no. E849
Subject category: Entrepreneurship
Authors: Jennifer L Aaker (Stanford Graduate School of Business, Stanford University); Lucy Montgomery (Stanford Graduate School of Business, Stanford University)
Published by: Stanford Business School
Originally published in: 2023
Version: 13 December 2023
Length: 18 pages
Data source: Field research
Topics: Sustainability; Beauty
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Case
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Reference no. 520-0102-1
Subject category: Marketing
Authors: Werner Reinartz (University of Cologne); Nico Wiegand (University of Cologne)
Originally published in: 2020
Version: 22-Aug-2020
Length: 30 pages
Data source: Published sources
Topics: Digital transformation; Retailing; Platform business model; Multichannel retail; Beauty and cosmetic industry; Beauty salons
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Case
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Reference no. 310-108-1
Subject category: Strategy and General Management
Authors: Vasudha M (Amity Research Centers)
Published by: Amity Research Centers
Published in: 2010
Length: 12 pages
Data source: Published sources
Topics: Unilever; Beauty care; Male grooming market; Brand extension; Branding; Brand equity; Brand image; Dove; Beauty bar; Skin care market; Personal care segment; Natural beauty; Super Bowl; Manthem; Advertising campaign
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Case
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Reference no. 516-0072-1
Subject category: Marketing
Authors: Jean-Louis Martinez (Omnes Education)
Published by: OMNES EDUCATION Group
Published in: 2016
Length: 24 pages
Data source: Generalised experience
Topics: Luxury brand; Diversification; Spa; Beauty; Wellness
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Case
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Reference no. 319-0176-1
Subject category: Strategy and General Management
Authors: Shubhanjali Chakravarty (IBS Center for Management Research); Sanjib Dutta (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2019
Length: 15 pages
Data source: Published sources
Topics: Digitalization; Innovation; Virtual Reality; Augmented reality; Mobile applications; Beauty industry; Retail; Chatbots; Sephora assistant; Google analytics 360; Beauty hubs; Beauty insider programs; Digital technologies; Business strategy; Market expansion
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Case
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Reference no. 519-0008-1
Subject category: Marketing
Authors: Elison Lim (Nanyang Business School (NTU)); Marilyn A Uy (Nanyang Business School (NTU)); Dolly Leow (Nanyang Business School (NTU)); Juan Zhen Koh (Nanyang Business School (NTU)); Nicole Fall (Nanyang Business School (NTU))
Published by: Asian Business Case Centre
Originally published in: 2019
Version: 21 November 2018
Length: 17 pages
Data source: Field research
Topics: Korean beauty industry; K-beauty innovations; Korean mask industry; Entrepreneurship; Strategy; Technology
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Case
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Reference no. 319-0232-1
Subject category: Strategy and General Management
Authors: Sharmila Majumdar (Amity Research Centers)
Published by: Amity Research Centers
Published in: 2019
Length: 14 pages
Data source: Published sources
Topics: Boots Advantage Card; Pharmacy; Health & beauty; Walgreens Boots Alliance; Beauty differentiation; Reimagine
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Compact case
Case flyer
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Reference no. 514-112-1
Subject category: Marketing
Authors: Radhika Jonnalagedda (Bennett, Coleman & Co. Ltd.); Nagendra V Chowdary (Bennett, Coleman & Co. Ltd.)
Published in: 2014
Length: 5 pages
Data source: Published sources
Topics: Destination weddings; Wedding market; Wedding planners; Matrimonial services; Wedding apps; Weddings and exotic locations; Beauty and wellness industry; Beauty and salon industry; Beauty and cosmetic industry; Beauty market and franchising
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Case
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Reference no. 517-0084-1
Subject category: Marketing
Authors: Syeda Maseeha Qumer (IBS Center for Management Research); Debapratim Purkayastha (IBS Center for Management Research); Jayasri Bhimalapuram (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2017
Length: 11 pages
Data source: Published sources
Topics: 'Real Beauty Sketches' campaign; Dove; Cause-related marketing; 'Campaign for real beauty'; Social marketing; Consumer behaviour; 'Beauty comes of age'; Viral marketing
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Case
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Reference no. 316-0234-1
Subject category: Strategy and General Management
Authors: Sonia Kataria (Amity Research Centers)
Published by: Amity Research Centers
Published in: 2016
Length: 10 pages
Data source: Published sources
Topics: Fragrance company; Cosmetics market; Restructuring; Coty Inc; Procter & Gamble; Beauty business; Chole; Marc Jacobs Daisy Tweet Shop; Luxury division; Beauty division; Professional beauty division; Grow and digital department; Beauty experience; Colour cosmetics segment
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New product
Compact case
Case
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Reference no. 325-0066-1
Subject category: Strategy and General Management
Authors: Thomas Bieger (School of Management, University of St. Gallen); Yannik Breitenstein (University of St. Gallen); Dario Mitterer (School of Management, University of St. Gallen); Tanguy Leloup (L'Oreal Group, France)
Published by: University of St Gallen
Published in: 2025
Length: 5 pages
Data source: Published sources
Topics: Beauty; Cosmetics; Innovation; M&A
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Case
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Reference no. 323-0100-1
Subject category: Strategy and General Management
Authors: Garima Ratna (Amity Research Centers)
Published by: Amity Research Centers
Published in: 2023
Length: 10 pages
Data source: Published sources
Topics: Beauty; Brand; Ulta; Retail; Store layout; Strategy; Premium; Budget friendly
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Role-play
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Reference no. 524-0092-1C
Subject category: Marketing
Authors: Perrine Desmichel (ESCP Business School Paris); Jules Brès (P&G France)
Originally published in: 2024
Version: 28-Aug-2024
Length: 3 pages
Data source: Field research
Topics: Social media; FMCG; Advertising (ad) space
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Prize winner
Case
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Reference no. 513-038-1
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Haiyang Yang (INSEAD)
Published by: INSEAD
Originally published in: 2013
Version: 02.2016
Revision date: 25-Feb-2016
Length: 27 pages
Data source: Field research
Topics: Marketing; China; Branding; Advertising; Cosmetics; Luxury; Beauty
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Case
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Reference no. 320-0042-1
Subject category: Strategy and General Management
Authors: Rika Misra (Amity Research Centers)
Published by: Amity Research Centers
Published in: 2020
Length: 10 pages
Data source: Published sources
Topics: Yes Madam; Beauty industry; Salon-at-home services; Business model; On-demand beauty service; Pricing strategy; Franchise model; UrbanClap; Purplle; Market expansion; Salon industry; Win-win strategy
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Case
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Reference no. 521-0105-1
Subject category: Marketing
Authors: Mahuya Adhikary (Sister Nivedita University); Atanu Adhikari (Indian Institute of Management Kozhikode (IIMK))
Originally published in: 2021
Version: 31-Aug-2021
Length: 9 pages
Data source: Field research
Topics: Product development; Beauty and cosmetic product; Product extension strategy; Segmentation and targeting
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Case
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Reference no. 322-0209-1
Subject category: Strategy and General Management
Authors: J Shalom Jenifer (Amity Research Centers)
Published by: Amity Research Centers
Published in: 2022
Length: 11 pages
Data source: Published sources
Topics: Oriflame; Beauty and wellness industry; Growth strategy; Product development; Direct selling; e-Commerce; Social selling; Global cosmetics; Eco-beauty; Tupperware; Avon
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