By  on March 6, 2009

The rules of the game for beauty firms have changed.

The beleaguered economy has intensified the David and Goliath predicament many emerging beauty companies face as they work to grow their presence at retail and their bottom line. To make matters worse, Goliath — in this case, department stores — is ailing and often in no shape to add brands to the mix, as it works to prune inventories. A number of retailers are ordering a more limited assortment of products, making it difficult for an emerging brand to adequately introduce itself to consumers. For beauty companies, the new set of economic realities — contracting consumer spending and a climbing savings rate — has heightened the need for stop-the-shopper-in-her-tracks innovation and a firm balance sheet, said industry watchers.

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