CASE 13: Russian Cosmetics: “Healing” Skin Care Products in Russia

Anna Svirina

A chapter in Entrepreneurial Icebreakers, 2015, pp 329-346 from Palgrave Macmillan

Abstract: Abstract In late 2007, founder and CEO of Russian Cosmetics, Valentin Dmitriev, was thinking through a major change to his company’s channel and product strategy. Should he focus on selling his “healing” skin care brands through retail channels or cater solely to the professional sector such as cosmetologists, beauty salons and spas?

Keywords: Hyaluronic Acid; Skin Care; Direct Sales; Skin Care Product; Retail Channel (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44632-9_19

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DOI: 10.1057/9781137446329_19

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