Customers Want Beauty Brands to Prove Their Worth

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

Mass beauty players are gaining ground, as accessibly priced beauty brands have proven they can challenge pricier counterparts on efficacy, innovation and virality, raising consumer expectations across the market. Today, 63 percent of consumers say they do not think premium beauty brands are higher-performing than mass brands.

Four major…