Why did Em Cosmetics underperform when owned by L’Oréal and succeed after founder Michelle Phan repurchased the company? L2 VP of Beauty Mabel McLean identifies strategies that helped revive the company: a pared down assortment, updated pricing, and sophisticated online merchandising, and cultivating a network of influencers.

L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List