By and  on January 5, 2018

Faced with a confluence of symptoms — think slowing foot traffic at drugstore retailers and heightened competition from direct-to-consumer newcomers like ColourPop and Kylie Cosmetics — a slew of mass makeup brands are undergoing radical makeovers in 2018.

Re-branding efforts from Cover Girl, Rimmel London, Physicians Formula, Revlon and Almay are slated to hit shelves in the first half of the year, and discount and drugstore retailers are hoping the trend-driven offerings will lure customers back to their doors.

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