Ren Clean Skincare has slashed its product portfolio by a third as part of a wider strategy to modernise the brand and crack the US market.
The British ‘clean’ skin care brand has discontinued 29 products and dropped five planned launches, using this investment instead to make the states its number-one market – currently it is the UK.
“We still have markets where we have little awareness – the US is one of them – so it is a huge opportunity for us to grow there, and awareness is a big part of our shifting spend to drive that brand equity,” Ren Clean Skincare CEO Michelle Brett told Cosmetics Business.
“Right now, the US is our second largest market
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