Makeup Suppliers Strategize for Change

BOLOGNA, Italy — It’s testing times for makeup suppliers. In the recent past, they have seen the pace of their category’s sales slow, following years of meteoric rise, and the skin-care segment becoming far and away the fastest-growing beauty category. “Last year we went through an unexpected change,” said Dario Ferrari, founder and president of Intercos, the world’s largest color-cosmetics maker, whose top line suffered in 2018. “We try to understand why.” He said for makeup suppliers “the United States is really messy and confusing,” due partially to the ongoing difficulties at department stores and Sephora beginning to suffer. “Drugstores don’t really have a precise strategy,” he continued, adding that even in California, where there had been a boom in indie color-cosmetics brands, there’s a slowdown. “The consumers change,” he said. “Gen Z, they have a completely different attitude, and I think this is really going to change the world. So we have to create new tools, systems, ways of understanding what is going to happen, and we are really working on that.” The company plans to implement methods of gathering big data differently. It will cull information from customers, for instance. “They all like to tell us what they dream of, what’s going

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/2CEOG6t