Beautifully Played—Finding Resilience in a Downturn

As recession looms in Western markets, many beauty companies are either debating the actions to take or rushing to cut costs and lay off talent. Instead, they need to step back and consider the strategic long-term decisions that will benefit them during—and after—the recession. And companies with room to maneuver should begin to invest in digital capabilities, loyalty and retention, cost resilience, “hero SKUs,” and key talent as it becomes available in the downturn, while continuing to support their brands.