By  on May 20, 2011

For years, the beauty industry has marched to the incessant drumbeat of newness. According to conventional wisdom, a company has to constantly launch new products in order to hold its market share and therefore its space at retail. But after a decade of raining product introductions, particularly in the fragrance market, there is talk by some marketers of a growing need for a new brand of newness— launches that echo the heartbeat of the franchise.

The familiar ring of classic names resonates louder than ever with recession-jittery consumers, or so the theory goes. Newness is as necessary a tonic as ever, but the real objective now seems to be all about offering the kind of newness that builds the core.

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