Tarte Cosmetics

Demographics

“Young women” (URLgenius Case Study)

Environmentally conscious cosmetic users

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Corporate structure

• Kosé

• President Kozaburo Kobayashi

• Executives

  • Honorary Chairman

  • Board of Directors

  • President, Kazutoshi Kobayashi

  • Corporate Officers

  • Chief Officers

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Leadership

CEO and Founder Maureen Kelly

Executive Director-Operations Heather Ratushny

Executive Director-Global Retail Marketing Tom Lusciatti

Head-Customer Services Jennifer Crimmins

Director-Package Development Allison Hazlett

Executive Director-Sales & Education Donna Regil

Production Manager Nuria Tome

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CIO

Director of Public Relations Candace Craig

Deanna Dini Asst. Manager PR

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Industry share

$2.1B Kosé (Sun, 2016)

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Strengths

• tarte tokens reward program

• Vegan, cruelty free products (PETA approved)

• ALWAYS FORMULATED WITHOUT: parabens • mineral oil • phthalates • triclosan • sodium lauryl sulfate • gluten

• Ships internationally

• Ingredient lists on all products

• Fans are called tartlettes

• Partnered with ByStander Revolution to fight against cyber bullying

• Gives back to

  • Rainforest cooperatives

  • Women’s health

  • Animals rights

• Strong on social media

  • Giveaways

  • Interaction with tarteletts and how to’s on Snapchat

  • Over 100,000 YouTube subscribers

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Weaknesses

• Owned by a Japanese company that does test on animals

• Not sold internationally just ships internationally

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Growth

• Offer products globally or at least in Europe

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Trends:

• Athleisure collection

• Rainforest of the Sea collection

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Specializations

• High Performance Naturals ™

• Skinvigorating ™ ingredience

  • Plant extracts and superfruit ingredients

  • Amazonian clay products