Conversations & Insights July 5, 2017

Indie Index: Em Cosmetics


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.

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