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 loc
...
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
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