Abstract
PurposeProvides an analysis of four of the major players in the cosmetic industry, Avon, Revlon, Max Factor, and Estée Lauder.Design/methodology/approachBusiness analyses include SWOT, Porter's value chain and five forces, and financial study.FindingsOf the four companies studied, Avon is showing the most promise in terms of growth. Revlon and Max Factor need to be investing in their R&D in order to remain competitive. At the high‐price high‐reputation end of the market, it will be a long time before Estée Lauder start to suffer, even if they do make any wrong moves.Practical implicationsProvides strategic insights and practical thinking that have influenced some of the world's leading organizations.Originality/valueThe briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
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