Publications
Publications
- July 2009 (Revised August 2010)
- HBS Case Collection
Radiant Cosmetics: What's in a Pout?
By: Robert C. Pozen and Mary Ellen Webster Hammond
Abstract
In 2006, Radiant Cosmetics president and CEO, Margaret Clark, was contemplating the launch of a new, lip-plumping product called "Four Carat Pout." Clark faced many decisions concerning the launch: marketing the product as a luxury brand or a retail item; how to position the product as a possible starting point for an expanded anti-aging line; and how to market and distribute the product internationally, particularly in France. Issues of intellectual property were also essential to the launch-in the past, Radiant had faced problems with cosmetic counterfeits. With the launch of the new product, Four Carat Pout, Clark needed to decide whether to pursue patents, copyrights, and/or trademarks for various aspects of the new product. The case focuses on the interplay between marketing strategies and intellectual property issues in international fashion products.
Keywords
Global Strategy; Globalized Markets and Industries; Intellectual Property; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Beauty and Cosmetics Industry
Citation
Pozen, Robert C., and Mary Ellen Webster Hammond. "Radiant Cosmetics: What's in a Pout?" Harvard Business School Case 310-003, July 2009. (Revised August 2010.)