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Is Beauty in a Panic?



Published July 22, 2009
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The economy has stabilized, pockets of growth are evident—hell, even Ben Bernanke seemed upbeat in his testimony to Congress. But some naysayers insist the worst is yet to come. Luckily, those nattering nabobs of negativism are merely shortsighted ad execs, that couldn’t spot a recovery—or a recession—if it was staring them in the face.

In today’s Women’s Wear Daily, women’s magazine publishers and advertising agency representatives insist the worst is yet to come—even though many of these publications are already so bereft of ads that they’re thinner than the models on their covers.

Ad pages are way off for September issues and publishers insist the beauty industry is in a panic over holiday sales. In times like these, when most are panicking, it’s time to do the opposite. I’m betting that Holiday 2009 will be much better than anyone is expecting and that the smart beauty companies will take this opportunity to grab share from their more timid rivals.



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