Fast beauty: How to meet the need for speed in cosmetics

Millennials’ taste for change has ushered in an era of fast cosmetics. But how can brands reconcile speed and quality? Asks Poorna Rodrigo

Millennials are changing the cosmetics industry like never before: this generation with its ‘I want it all – I want it now’ attitude is forcing cosmetics firms to cut lead time (the speed with which products are delivered to market) to a bare minimum.

The goal? Keeping up with millennials’ changing trends. ‘Fast cosmetics’ – as experts call it – is now the industry’s new normal. And this reality is here to stay.

“Younger generations are more changeable than previous ones and they tend to like to experiment and change their look, so offering . . .

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