Marketing has been transformed with the rise of the digital age.
“The cosmetics industry, like many others, is being reshaped by digital ecosystems and changing consumer values, such as sustainability and inclusivity,” said Dr. Paul Hong, the author of a new book on the subject. “The book emphasizes that those who embrace change will not only survive but thrive, while those who resist may struggle to keep pace with the market’s demands.”
Dr. Paul Hong, a Distinguished University Professor and chair of Information Systems and Supply Chain Management, recently co-authored a book on cosmetic marketing in the digital age.
Hong, a Distinguished University Professor and chair of Information Systems and Supply Chain Management at the John B. and Lillian E College of Business and Innovation, recently released “Cosmetics Marketing Strategy in the Era of the Digital Ecosystem” ($130, Amazon).
The book focuses on the cutting-edge marketing strategies that companies must embrace to stay competitive in the digital age, particularly with social media. Drawing from both historical and contemporary case studies, it offers a rich exploration of evolving trends, shifting consumer behaviors and the digital tools driving change.
“The project emerged from the urgent need to understand and navigate the rapid shifts toward e-commerce, social media and sustainability in the beauty industry,” Hong said. “Through this book, our goal is to provide both academic and practical insights to help cosmetics brands successfully adapt and thrive in this new environment.
Hong said that he had students in mind as a significant audience for the book.
“I wanted students, particularly those studying marketing and business, to see how abstract academic concepts — such as digital transformation, e-commerce and consumer psychographics — translate into practical, actionable business strategies,” he said. “The book seeks to bridge the gap between academic learning and industry practice, offering insights that future marketers and business leaders can carry with them throughout their careers.”
Coauthoring the book is Dr. Young Won Park, a professor of economics at the University of Tokyo, Japan. This will be their fifth book together.
“We collaborated closely, with him contributing invaluable insights into the Japanese and Korean beauty industries, while I offered perspectives on global supply chains and digital marketing strategies,” Hong said. “Our partnership was a true cross-cultural effort, and together we provided a comprehensive, global view of the cosmetics industry. Despite being in different parts of the world, we managed to coordinate seamlessly, using our extensive academic networks to gather research and case studies that elevated the quality of this book.”
