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Strategic Management: A Case Study Analysis on Colourette Cosmetics

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Strategic Management: A Case Study Analysis on Colourette CosmeticsUNIVERSITY OF LUZON College of Accountancy Dagupan City Nina Ellaine Dizon, founder and CEO of Colourette Cosmetics, established... this home-grown local makeup brand on October 2015. Their official slogan “Be it.” and mantra “SelfAcceptance. Self-Love. Self-Empowerment.” led a community of “Boss Babes” that involves advocating for women empowerment, acceptance, diversity, and breaking the stereotypes when it comes to beauty standards. Their campaign encourages women (including the LGBT Community) to express themselves confidently by using their products without altering or changing the consumers look, dramatically. Colourette Cosmetics specializes in multi-function makeup that can be used in different areas on the face such as eyes, cheeks, and lips. They create great quality products with an affordable price, focusing on the Modern Day Filipina. Colourette Cosmetics has various types of color shades on their products particularly the shades which suit best for Morena skin color. As a result of, a lot of social media influencers and celebrities engaged on this brand and the campaign has been continuously growing. At present, a lot of businesses including Colourette Cosmetics, have been going through income and operating losses because of the strike of Covid19 disease. While the pandemic resulted in a lot of casualties, people spend on beauty products regardless of economic uncertainty (A. Eugenio, 2020) due to the “lipstick index” in the 2000s that showed not even the economic downturn could stop purchasing beauty products. Online marketplace and social media has become a huge impact to Colourette Cosmetics in operating their business successfully whilst the strike of Covid19 disease [Show More]

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