The cosmetics cosmos: A review of four major players
Abstract
Purpose
Provides an analysis of four of the major players in the cosmetic industry, Avon, Revlon, Max Factor, and Estée Lauder.
Design/methodology/approach
Business analyses include SWOT, Porter's value chain and five forces, and financial study.
Findings
Of the four companies studied, Avon is showing the most promise in terms of growth. Revlon and Max Factor need to be investing in their R&D in order to remain competitive. At the high‐price high‐reputation end of the market, it will be a long time before Estée Lauder start to suffer, even if they do make any wrong moves.
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
Keywords
Citation
(2007), "The cosmetics cosmos: A review of four major players", Strategic Direction, Vol. 23 No. 3, pp. 26-28. https://doi.org/10.1108/02580540710730792
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited