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Publications

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      • Faculty Publications  (145)

      Beauty and Cosmetics Industry Remove Beauty and Cosmetics Industry →

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      • 2023
      • Working Paper

      Deep Responsibility and Irresponsibility in the Beauty Industry

      By: Geoffrey Jones
      This working paper employs the concept of deep responsibility to assess the social responsibility of the beauty industry over time. It shows that many of today’s problems with the industry have deep historical roots. Products have carried too many health hazards....  View Details
      Keywords: Corporate Social Responsibility and Impact; Corporate Accountability; Ethics; Beauty and Cosmetics Industry
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      Jones, Geoffrey. "Deep Responsibility and Irresponsibility in the Beauty Industry." Harvard Business School Working Paper, No. 23-058, March 2023.
      • 2023
      • Book

      Deeply Responsible Business: A Global History of Values-Driven Leadership

      By: Geoffrey Jones
      Corporate social responsibility has entered the mainstream, but what does it take to run a successful purpose-driven business? This book examines leaders who put values alongside profits to showcase the challenges and upside of deeply responsible business. Should...  View Details
      Keywords: Corporate Responsibility; Business Ecuation; Socially Responsible Investing; Business Education; Ethics; Leadership; Business History; Philanthropy and Charitable Giving; Religion; Social Enterprise; Social Issues; Wealth and Poverty; Corporate Social Responsibility and Impact; Mission and Purpose; Banking Industry; Banking Industry; Banking Industry; Banking Industry; Banking Industry; Banking Industry; Banking Industry; Banking Industry; Banking Industry; Banking Industry; Banking Industry; Banking Industry; United Kingdom; Germany; United States; Japan; India; Latin America
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      Jones, Geoffrey. Deeply Responsible Business: A Global History of Values-Driven Leadership. Cambridge, MA: Harvard University Press, 2023.
      • February 22, 2023
      • Article

      How to Seed Organic Marketing in a Video-First World

      By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
      Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...  View Details
      Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; United States; North America
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      Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
      • January 2023
      • Case

      Natura: Weathering the Pandemic at Brazil's Cosmetic Giant

      By: Brian Trelstad, Pedro Levindo and Carla Larangeira
      Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts...  View Details
      Keywords: COVID-19 Pandemic; ESG Reporting; Acquisition; Customer Focus and Relationships; Decision Making; Social Entrepreneurship; Environmental Sustainability; Environmental Management; Climate Change; Ethics; Moral Sensibility; Values and Beliefs; Global Strategy; Corporate Governance; Health Pandemics; Human Resources; Human Capital; Crisis Management; Growth and Development Strategy; Marketing; Distribution Channels; Supply Chain; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Customer Ownership; Relationships; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Science-Based Business; Reputation; Human Needs; Social Issues; Strategy; Equality and Inequality; Beauty and Cosmetics Industry; Brazil; Latin America
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      Trelstad, Brian, Pedro Levindo, and Carla Larangeira. "Natura: Weathering the Pandemic at Brazil's Cosmetic Giant." Harvard Business School Case 323-065, January 2023.
      • January 2023
      • Teaching Note

      Perfect Diary (完美日记)

      By: Shunyuan Zhang and Sunil Gupta
      Teaching Note for HBS Case No. 522-030.  View Details
      Keywords: Digital Marketing; E-commerce; E-Commerce Strategy; Marketing; Beauty and Cosmetics Industry; China
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      Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary (完美日记)." Harvard Business School Teaching Note 523-082, January 2023.
      • September–October 2022
      • Article

      Should Your Company Sell on Amazon?: Reach Comes at a Price

      By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
      Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to...  View Details
      Keywords: Retail; Retailing; Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Amazon; Amazon.com; Sales; Digital Marketing; Internet and the Web; Business Model; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; United States
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      Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.
      • July 2022 (Revised January 2023)
      • Case

      Vicky Tsai and Tatcha: Confronting Stereotypes

      By: Geoffrey Jones and Veronica Tong
      Teaching Plan for HBS Case No. 323-007. This case examines the career of Vicky Tsai, the creator of San Francisco-based TATCHA, a Japanese-themed luxury beauty brand launched in 2009. It explores how Tsai developed the concept, assembled management, and successfully...  View Details
      Keywords: Cosmetics Industry; Japan; Startup; Marketing; Entrepreneurship; Growth and Development; Product Development; Product Marketing; Acquisition; Identity; Brands and Branding; Ethnicity; Gender; Beauty and Cosmetics Industry; United States
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      Jones, Geoffrey, and Veronica Tong. "Vicky Tsai and Tatcha: Confronting Stereotypes." Harvard Business School Case 323-007, July 2022. (Revised January 2023.)
      • June 2022
      • Case

      Zalando: Becoming the Starting Point for Fashion

      By: Antonio Moreno, Leela Nageswaran, Emilie Billaud and Federica Gabrieli
      Born in 2008 as a small startup selling flip flops, by mid-2021 Zalando had turned into an online fashion company with an assortment of more than 4,500 international brands, 45 million active customers, and a presence in 23 European markets. An essential component in...  View Details
      Keywords: Transition; Customer Value and Value Chain; Digital Platforms; Distribution; Order Taking and Fulfillment; Infrastructure; Logistics; Service Operations; Strategy; Business Strategy; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Europe
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      Moreno, Antonio, Leela Nageswaran, Emilie Billaud, and Federica Gabrieli. "Zalando: Becoming the Starting Point for Fashion." Harvard Business School Case 622-070, June 2022.
      • 2022
      • Working Paper

      Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

      By: Magie Cheng and Shunyuan Zhang
      The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on an influencer’s reputation. We collect a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in...  View Details
      Keywords: Influencer Marketing; Social Influencers; Brand; Sponsorship; Video Analytics; Marketing; Brands and Branding; Media; Reputation
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      Cheng, Magie, and Shunyuan Zhang. "Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers." Harvard Business School Working Paper, No. 22-067, April 2022.
      • November 2021 (Revised May 2022)
      • Case

      West Virginia: Finding the Right Path Forward

      By: Matthew C. Weinzierl, Christine Keung and Reggie Smith
      Once at the center of the American economy, the state of West Virginia had seen decades of decline as its coal industry fell on hard times. With beautiful but challenging topography, a proud but shrinking population, and a new scourge of the opioid epidemic, the...  View Details
      Keywords: Population Health; Geographic Location; Economic Slowdown and Stagnation; Problems and Challenges; Social Issues; West Virginia
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      Weinzierl, Matthew C., Christine Keung, and Reggie Smith. "West Virginia: Finding the Right Path Forward." Harvard Business School Case 722-024, November 2021. (Revised May 2022.)
      • November 2021 (Revised December 2022)
      • Case

      Farfetch: Digital Transformation for Luxury Brands

      By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
      Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had...  View Details
      Keywords: Digital Marketing; Marketplaces; Retailing; Internet Marketing; E-Commerce Strategy; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Luxury; Growth and Development Strategy; Digital Transformation; E-commerce; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United Kingdom; Europe; Portugal; China
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      Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised December 2022.)
      • August 2021
      • Case

      Perfect Diary

      By: Shunyuan Zhang and Sunil Gupta
      Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow...  View Details
      Keywords: Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia
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      Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary." Harvard Business School Case 522-030, August 2021.
      • July 2021 (Revised February 2022)
      • Case

      Mary Kay Inc.: Enriching Women's Lives while Embracing Change

      By: Elie Ofek, K. Shelette Stewart and Julia Kelley
      In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at...  View Details
      Keywords: Advertising Campaigns; Demographics; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Marketing; Product Positioning; Social Marketing; Salesforce Management; Organizations; Mission and Purpose; Organizational Change and Adaptation; Innovation and Invention; Innovation Strategy; Competition; Competitive Strategy; Competitive Advantage; Beauty and Cosmetics Industry; North and Central America; United States; Europe; Asia; Texas
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      Ofek, Elie, K. Shelette Stewart, and Julia Kelley. "Mary Kay Inc.: Enriching Women's Lives while Embracing Change." Harvard Business School Case 522-004, July 2021. (Revised February 2022.)
      • July 2021
      • Case

      A Close Shave at Squire

      By: Jeffrey J. Bussgang, Zoë B. Cullen, William R. Kerr, Benjamin N. Roth and Michael Norris
      In 2020, just after closing a $34 million Series B financing round, Dave Salvant and Songe LaRon consider how to adjust their business, Squire Technologies, to the new realities posed by the COVID-19 pandemic. Their barbershop technology, including tools to run a shop...  View Details
      Keywords: Business Startups; Entrepreneurship; Venture Capital; Private Equity; Mobile and Wireless Technology; Applications and Software; Growth and Development Strategy; Health Pandemics; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; New York (city, NY); San Francisco
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      Bussgang, Jeffrey J., Zoë B. Cullen, William R. Kerr, Benjamin N. Roth, and Michael Norris. "A Close Shave at Squire." Harvard Business School Case 821-073, July 2021.
      • April 2021
      • Supplement

      Exercise for Revlon: Surviving Covid-19

      By: Kristin Mugford and Sarah Gulick
      Exercise for Revlon: Surviving Covid-19  View Details
      Keywords: Leveraged Buyouts; Insolvency and Bankruptcy; Financial Liquidity; Bonds; Corporate Finance; Borrowing and Debt; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States
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      Mugford, Kristin, and Sarah Gulick. "Exercise for Revlon: Surviving Covid-19." Harvard Business School Spreadsheet Supplement 221-710, April 2021.
      • April 2021
      • Case

      Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail

      By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
      In October 2018, fashion, wellness, and beauty retailer Sylvarella implemented a Buy Online, Pickup in Store (BOPS) program in an attempt to counteract a sales decline. While BOPS had the potential to meet customer expectations for a seamless order and fulfillment...  View Details
      Keywords: Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Retail Industry; United States; Canada
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      Moreno, Antonio, Santiago Gallino, and Amy Klopfenstein. "Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail." Harvard Business School Case 621-103, April 2021.
      • March 2021 (Revised January 2022)
      • Case

      Mary Kay Ash: Changing the World

      By: Robert Simons and Shirley Sun
      This case describes the rise of Mary Kay, the founder of the worldwide cosmetics company. As a young single mother, Mary Kay had to overcome many obstacles to start her business and guide it to success. Today, there are more than 3.5 million Mary Kay beauty consultants...  View Details
      Keywords: Business Start-ups; Entrepreneurship; Values and Beliefs; Business Startups; Work-Life Balance; Success; Religion; Family Business; Personal Development and Career; Beauty and Cosmetics Industry
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      Simons, Robert, and Shirley Sun. "Mary Kay Ash: Changing the World." Harvard Business School Case 121-046, March 2021. (Revised January 2022.)
      • March 2021 (Revised January 2022)
      • Case

      Revlon: Surviving Covid-19

      By: Kristin Mugford and Sarah Gulick
      In October 2020, Revlon faced a crossroads. While it had been struggling with high levels of debt before COVID-19, the pandemic had caused it to go further into debt. Unlike other financial crises, many consumers had stopped buying skincare or cosmetics, and sales of...  View Details
      Keywords: COVID-19 Pandemic; Leveraged Buyouts; Insolvency and Bankruptcy; Financial Liquidity; Bonds; Corporate Finance; Borrowing and Debt; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States
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      Mugford, Kristin, and Sarah Gulick. "Revlon: Surviving Covid-19." Harvard Business School Case 221-084, March 2021. (Revised January 2022.)
      • February 2021 (Revised July 2022)
      • Case

      Sarah Breedlove: Changing the World

      By: Robert Simons and Max Saffer
      This case describes the rise of Sarah Breedlove, who later called herself Madam C.J. Walker, from the cotton fields of Louisiana to the head of a successful, nationwide beauty company providing opportunity and hair care products to Black women. The case describes how...  View Details
      Keywords: Brands; African-american Entrepreneurs; Entrepreneurship; Values and Beliefs; Personal Characteristics; Success; Work-Life Balance; Business Startups; Brands and Branding; Marketing; Personal Development and Career; Beauty and Cosmetics Industry; United States
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      Simons, Robert, and Max Saffer. "Sarah Breedlove: Changing the World." Harvard Business School Case 121-060, February 2021. (Revised July 2022.)
      • December 2020
      • Case

      Urban Company

      By: Krishna G. Palepu
      Urban Company is an India-based market platform that helps customers book home services and at home beauty services. The company differentiated itself by investing heavily in building customer trust. Rather than merely positioning itself as a lead generating...  View Details
      Keywords: COVID-19 Pandemic; Entrepreneurship; Digital Platforms; Emerging Markets; Strategy; Service Delivery; Trust; Technology Industry; Technology Industry; India
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      Palepu, Krishna G. "Urban Company." Harvard Business School Case 121-041, December 2020.
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