A proliferation of products and a change of partners that might dazzle a square dance caller have characterized the cosmetics industry in the late 1970s and the 1980s. Witness Eli Lilly’s purchase of Elizabeth Arden, Squibb’s acquisition of Lanvin-Charles of Ritz, Pfizer’s take-over of Coty, Norton Simon’s of Max Factor, Colgate-Palmolive’s of Helena Rubenstein, not to mention British-American Tobacco’s gobbling up Germaine Monteil.

Keywords: Case Study, Cosmetics, Marketing