Overview

The beauty business is a multibillion-dollar industry where constantly evolving product innovation, celebrity endorsements, and market research compete for women's attention, loyalty, and money. Product and company success or failure depends on correctly reading what women want and providing it in a timely and attractive fashion. Robert Montagnese is a thirty-year veteran of the beauty industry. Dubbed Mr. Beauty by beauty magazine publishers, Montagnese devised a simple but groundbreaking means of engaging with the customers buying the beauty products promoted across all channels of media: he actually talked to the customers themselves. Signing up as an Avon sales representative at the company's East Harlem, New York, recruiting headquarters, Mr. Beauty set out with beauty pamphlets and samples in hand to discover how women feel about beauty care. What he discovers forms the basis of Mr. Beauty. Montagnese interviews over one hundred women as they candidly discuss beauty brands, product innovation, celebrity value in marketing, and other topics of interest to anyone in the beauty industry. Rich in new insights into beauty care, Mr. Beauty is an entertaining, revealing, and sometimes shocking study on women's attitudes towards beauty-and an industry that survives by selling attraction.

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9781508619574

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Robert Montagnese received the moniker Mr. Beauty from leading publishers in the beauty magazine trade. With thirty years' experience in beauty, health, and fashion, Montagnese wanted to get closer to the core of consumers buying beauty products. His strategy was simple: sign up as an Avon sales representative and sit down one on one with the women making beauty care purchases. The result is a revealing and sometimes shocking study of how women perceive and react to the topic of beauty.

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