Designing beauty lines post Covid-19

The Covid-19 lockdowns mean beauty brands no longer have to jostle for shelf space, so there has never been a better time for brands to focus on what they do best, writes Free the Birds' Nick Vaus


When I set out to write this article I couldn’t have imagined that I would end up writing it from home under lockdown to prevent the spread of the coronavirus Covid-19.

I hope that by the time it’s published, we will have passed the worst of the pandemic. But it’s already clear that what is ‘business as usual’ will have changed forever. Strangely, the topic I was going to write about is still very much apt despite the crisis. Almost unnervingly so.

This piece was intended as a follow-up to one I wrote for SPC’s July 2019 edition on how the endless line extension of superhero skus in the pursuit of ‘newness’ cannibalises the original product’s brand equity and causes confusion.

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