Case Studies for Music as Engagement

Richard Jankovich

Chapter 6 in Hit Brands, 2013, pp 91-119 from Palgrave Macmillan

Abstract: Abstract THE $170 BILLION US COSMETICS industry is a fiercely competitive space with a variety of major players representing brands, distributors and retailers. In the early 2010s, this perpetually evolving industry was faced with the same recession-era worries that the entire retail economy was saddled with. However, women (not surprisingly the primary target for cosmetics) continued to value cosmetics, even in a down economy. Looking good, after all, results in feeling good and cosmetics represent a vital component of that process. The challenge for anyone in this space was attracting those paying customers as they tightened their belts, while continuing to appeal to their sense of beauty and confidence.

Keywords: Customer Experience; Brand Personality; Music Industry; Brand Experience; Brand Partner (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27148-8_6

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DOI: 10.1057/9781137271488_6

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