Case Study Analysis and Solutions

Case ID: 310003

Abstract:
Case Solution & Analysis for Radiant Cosmetics: What's in a Pout? by Robert C. Pozen, Mary Ellen Hammond
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:
Advertising, Distribution, Intellectual capital, International business, New product marketing, Patents, Trademarks, Radiant Cosmetics What's in a Pout Case Solution

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