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Agenda-setting intelligence, analysis and advice for the global fashion community.

Customers Want Beauty Brands to Prove Their Worth

As beauty customers grow more selective and cost-conscious, brands must demonstrate a clear and ownable value proposition, regardless of price, according to the BoF-McKinsey State of Fashion: Beauty Volume 2.
Beauty report lead
Beauty product pipettes. (Tanja Ivanova/Getty Images)

Across the globe, one thing unites customers of all income levels: even those that are not price-sensitive are still value-sensitive.

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Further Reading

The State of Fashion: Beauty Report — Solving the Growth Puzzle

Beauty’s era of effortless growth is giving way to a more complex landscape. Download the second volume of BoF and McKinsey & Company’s industry report to learn how to navigate evolving consumer expectations, market deceleration and regional volatility in the years ahead.

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