When High-Tech Beauty Marketing Harms Teen Health (HBR Case Study)

Maya Tran, CEO of Maxinq Beauty, weighs the runaway success of the company's augmented reality tool, Maxinq Mirror, against emerging ethical concerns. While the app, which allows people to visualize how their faces would look with different cosmetics products applied, has driven record digital revenue and captured a loyal user base, patterns of compulsive use among some young consumers are raising concerns about body image, mental health, and addictive behaviors. Maya convenes her leadership team and advisory board to debate whether Maxinq is "winning the wrong way." The dilemma forces her to consider how the company should balance rapid growth and investor expectations with consumer well-being and the company's long-term reputation. For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is reprint R2601Z. The complete case study and commentary is reprint R2601K.