Timeless Elegance: Tracing the Dynamic Evolution of Cosmetics Through History

Young Won Park () and Paul Hong ()
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Young Won Park: Saitama University
Paul Hong: The University of Toledo

Chapter Chapter 1 in Cosmetics Marketing Strategy in the Era of the Digital Ecosystem, 2024, pp 1-22 from Springer

Abstract: Abstract The evolution of the cosmetics industry traces a fascinating journey from its inception in ancient civilizations to its current sophisticated state. This narrative explores the intricate mosaic of beauty rituals throughout history, showcasing how cosmetics have consistently played a pivotal role in societal and cultural expressions. From the kohl-lined eyes of the ancient Egyptians to the powdered faces of Renaissance aristocracy, beauty practices across different eras reflect a myriad of influences—geographical, technological, social, and political. This chapter chronicles not only the historical advancements in cosmetic formulations and applications but also the societal implications and personal stories interwoven with these beauty rituals, mirroring humanity's evolving ideals, scientific progress, and shifting cultural norms. In stark contrast, the modern era has witnessed a dramatic transformation in the cosmetics industry, characterized by large-scale industrial production and innovative marketing strategies. Global events, such as wars and the evolving role of women, have significantly influenced the industry, prompting adaptations in product formulation and marketing. The rise of iconic beauty brands and the advent of mass advertising have turned cosmetics into symbols of lifestyle and personal identity, making them accessible to a wider audience and an essential part of daily life. The chapter concludes by reflecting on how the historical context of cosmetics enriches our understanding of contemporary marketing strategies, underscoring the importance of authenticity and adaptability in the cosmetics industry's ever-evolving digital landscape.

Date: 2024
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DOI: 10.1007/978-981-97-3674-4_1

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