It also speaks to how much disrupting forces have changed the way the beauty industry operates. Today’s customers are more empowered than they’ve ever been. We are aware of the ingredients we put into our bodies. We are able to trace our ancestry with mail-in kits. We are able to connect with the brands directly and follow their every move.
These agents of change can represent new market opportunities, but present challenges for keeping product supply in check. Consumer goods companies have recognized the need to adjust manufacturing operations to compete in a new world.
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