Branding

I. Company Analysis

i) Company Background

(Make-up Art Cosmetics) was found by Frank Toskan and Frank Angelo in 1984, Toronto, Canada. Since they were both involved in fashion photography, they soon saw the opportunity of high quality cosmetics for professional photography. The philosophy of the company was to provide high quality and innovative products of "All ages, All races, All sexes". In its early years, geared towards professional make-up artists. They started by giving away their products to make-up artists who works with models and actresses. The endorsement of their products by make-up artists and public figures was a huge boost for brand image which contributed to their early success.

In 1994, William Lauder, of Estee Lauder Companies, saw the...