Modern beauty industry marketing strategies were established by women and men from modest and lowly backgrounds. They were door-to-door sales people, wig makers, and chemists who grew their empires during a period of changing attitudes on beauty and women's role in public but not skilled marketers.
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In "Hope in a Jar: The Making of America's Beauty Culture," Kathy Peiss writes:
The beauty trade they developed did not depend upon advertising as its impetus. Rather, it capitalized on patterns of women's social life -- their old customs of visiting, conversation, and religious observance, as well as their new presence in shops, clubs, and theaters.
In the history of marketing beauty products, the women who built the industry created the once non-existent consumer market for beauty products by combining products and services in salons, creating a culture of social events, and through job creation for women -- who were also the consumers of the products.
Because they challenged the idea that the pursuit of beauty was immoral, they were forced to create new forms of direct sales (the pyramid organization) and beauty marketing tactics. The normal distribution methods were unavailable.
Many of these tactics are still the dominant form of marketing in the beauty industry. For others in this list, they changed the way beauty products are positioned. It's worth a look back to see how seven major brands redefined how we sell and advertise the pursuit of beauty.
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