One of the most disruptive trends in retail has been Fast Fashion: brands like Zara and H&M delivering trends from the runway to stores in a short amount of time. Now Fast Beauty is emerging, as mass market brands like e.l.f and NYX quickly develop products to deliver trends to the shelves. For conglomerates, this is a challenge because fast beauty requires a nimble supply chain. In this video, Maureen Mullen explains how a bit of reactive repositioning can help.

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