Ivey Publishing

Product Details

Huemen: The Creation of a Male Beauty Brand
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10 pages (7 pages of text)
Product Type:
Case (Field)
Huemen was a new men’s cosmetics start-up founded in mid-2018 by two business students. In 2018, the market for men’s makeup was in its infancy. Stigmas and stereotypes dominated ideas about men investing in their appearance, but the founders believed that cosmetics created for male-type skin could improve the confidence of those who chose to use it. Huemen’s go-to-market strategy and positioning would be pivotal to success. The founders and their team scheduled a meeting with an entrepreneur-in-residence at the business school, a seasoned marketing expert with strong corporate and entrepreneurial experience to consider how to position Huemen in a novel market.
Learning Objective:
This case was designed for undergraduate- and graduate-level courses on entrepreneurship. The case demonstrates the decisions and challenges of market segmentation and positioning, building a differentiated value proposition, and marketing to the LGBTQ2+ community. After working through the case and assignment questions, students will be able to
  • systematically compare and analyze two or more target segments;
  • understand the importance of creating a differentiated value proposition;
  • appreciate the value of psychographic data and other consumer insights in building products to address the needs of the user; and
  • recognize the role of social norms, biases, and stigmas in developing and marketing new products.
General Management/Strategy,  Entrepreneurship
Retail Trade
Canada, Small, 2019
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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