Marketing - Global & National

Paper Summary:

This document discusses the beauty and cosmetics industry globally and nationally. The paper examines the US market in terms of the competitive profile of the market and discusses the largest competitors such as Revlon and Procter & Gamble. The beauty industry is a multi-billion dollar industry and the nail polish segment of the industry is a growth-segment worth several hundred million dollars.

From the Paper:

"Hard Candy is the working name of the subject product. Hard Candy is a new and innovative nail polish that is going to be marketed in a host of different colors and shades. Hard Candy is innovative and unique compared with traditional nail polish because it applies somewhat like a type of clay and peels off rather than requiring finger nail polish remover. Additionally, Hard Candy does not turn an individual's nails yellow from use and application. The target market for this product is almost exclusively female and particularly the 12-18 female demographic with females aged 19-25 being a secondary target. Market Overview Nail polish is classified as a make-up and is included in the make-up industry as a segment of that market."

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