Download Branded Beauty: How Marketing Changed the Way We Look by Mark Tungate PDF

By Mark Tungate

Attractiveness is a multi-billion greenback worldwide embracing makeup, skin care, hair care, fragrances, plastic surgery - even tattooing and piercing. through the years it has used flattery, seduction, technological know-how and disgrace to cajole shoppers that they've to take a position in the event that they are looking to glance their most sensible. In Branded attractiveness, Mark Tungate delves into the heritage and evolution of the sweetness enterprise. From luxurious boutiques in Paris to tattoo parlours in Brooklyn, he talks to the folk who ve made pores and skin their alternate. He analyses the selling recommendations utilized by those that create and promote attractiveness items and visits the labs the place researchers search the major to everlasting formative years. He compares attitudes to good looks worldwide and examines the increase of natural good looks items. filled with attention-grabbing element at the inspirational people who have formed the Branded good looks additionally considers the way forward for this worldwide obsession.

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Extra resources for Branded Beauty: How Marketing Changed the Way We Look

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In fact, each “moment of truth” is made up of several interactions: with people, with other customers, with the delivery process. Customers have a global evaluation of the service. ” However, every time their experience fails to match their expectations, they debit this account. Unfortunately, one debit equals several credits, and a single minus or defect could ruin the whole experience. As Jan Carlzon explained in Moments of Truth:3 Last year, each of our 10 million customers came in contact with approximately five Scandinavian Airlines employees, and this contact lasted an average of 15 seconds each time.

The most intense and expensive interaction is a face-to-face with an expert; the least intense and expensive is a 50 T H E S E R V I C E - I N T E N S I T Y M AT R I X simple online link between two computers on the web. The cost difference is huge and is not always justified, as a face-to-face with an expert is not necessarily better than a face-to-face with a teller equipped with an expert system, and an interaction with a teller is not necessarily better than an interaction with an automatic teller machine.

This explains the growth in call centers and online businesses. To cut costs and achieve economies of scale, the interface is reduced to a minimum, and the activities are shifted to the back stage. The trend now is to industrialize services. Relatively pure services (such as hairdressing, law firms, consulting and entertainment) are labor-intensive and offer few prospects of productivity gains, since it is difficult to reduce the contact time. In conclusion, the dotted line separating the service sector from the industrial sector is less significant than the solid line dividing backstage and front-stage activities, products and services.

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