How to rebrand a beauty business


Cosmetics Business finds out from Crabtree & Evelyn's Chief Brand Officer, Ashley Souza, where to start when overhauling a beauty brand

Ashley Souza

Ashley Souza

Taking the decision to make-over a beauty brand is not one to made lightly. Couple that with risk of losing loyal customers, it can seem impossible

But to stay relevant and keep up with developing digital-savvy and social led beauty brands, sometimes the decision is unavoidable – as it was with Crabtree & Evelyn.

Last year, the brand revealed its new fresh make-over, targeting a new audience and a new social-first strategy, investing in e-commerce and content. Sign up for your free email newsletter

Here, Cosmetics Business finds out from the brand's Chief Brand Officer, Ashley Souza, how to successfully rebrand and when its time to make the call.


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