The threat faced by beauty is on a scale that has never been seen before. It is now easy for most buyers to switch from
cosmetic to alternative solutions.
Cosmetic beauty brands are being forced to operate outside their core area because competition now comes from - not only in but also - outside the old core of beauty
People have switched to a new diet and they want products that are formulated in accordance with the precepts of that diet. Brands that do not adapt will be locked out of the spaces that command higher margins