How to Reboot a Faded Beauty Brand

Balenciaga, Fashion's Farmville [View on Web]( [Add to contacts]( [New reader? Subscribe]( [BoF]( THE DAILY DIGEST ADVERTISEMENT [Polartec (DD) - Sept 30_Oct5 2019]( THE UPFRONT Dear BoF Community, Reviving a brand once it's begun to fade from the public eye is a difficult task. Successes are rare; more typically things can prove challenging, as with Covergirl, which overhauled everything from its packaging to its "easy, breezy, beautiful" slogan to claw back market share from newer, millennial-friendly competitors, only to see sales slide. But aging brands can usually win a second chance with consumers if they are able to harness innovation and their heritage in the right way. In today's must read Professional feature, [Cheryl Wischhover goes inside efforts by four beauty brands]( to regain their former glory. Brian Baskin, Features and News Editor TODAY'S MUST READ [The Business of Beauty]( [How to Reboot a Faded Beauty Brand]( BY Cheryl Wischhover [Covergirl, Bliss and Crabtree & Evelyn are among the brands experimenting with new products, packaging and marketing to recapture their glory days. But it’s not easy to win back customers after they’ve moved on.]( To access this article, become a BoF Professional Member [JOIN]( TOP STORIES [Fashion-Tech]( [A New Game Could Be Fashion's Farmville. Will People Pay to Play?]( BY Chavie Lieber [Former Harpers Bazaar UK Editor-in-Chief Lucy Yeomans is behind Drest, a new fashion styling game. She's betting access to Farfetch's selection and sponsored challenges from Gucci will convince users to pay for virtual goods.]( To access this article, become a BoF Professional Member [JOIN]( [BoF Professional Events]( [In Paris, The #BoF500 Symposium Sparks Conversation on Inclusivity]( BY Sarah Schijen [At a Sunday morning symposium, Sinead Burke, Jillian Mercado, Dapper Dan, Chika Oranika and Phillip Picardi broke down how the fashion industry can become more inclusive on gender, race and ability.]( [Ready-to-Wear Spring 2020]( [Revolution in the Air at Balenciaga]( BY Tim Blanks [Demna Gvasalia's latest collection felt like a forensic analysis of the corrupting nature of power itself, rippling out through the worlds of those that have it and those that don’t.]( To access this article, become a BoF Professional Member [JOIN]( [Ready-to-Wear Spring 2020]( [Back to the Essence at Valentino]( BY Tim Blanks [Pierpaolo Piccioli's enthusiasm for couture’s extravagance never wilts, and with this collection, he found a way to insinuate it into ready-to-wear.]( To access this article, become a BoF Professional Member [JOIN]( [NEWS BITES]( [Noir’s Ode to Ecology]( [Forever 21 Files for Bankruptcy]( [PARIS FASHION WEEK]( [Comme des Garçons Spring/Summer 2020 | Source: INDIGITAL.TV]( [Aristocratic Extravaganza at Comme des Garçons]( [Though Rei Kawakubo has made a speciality of moments of high drama, there is nevertheless the nagging notion that her challenges to fashion orthodoxy have taken on a tinge of predictability.]( [Altuzarra Spring/Summer 2020 | Source: INDIGITAL.TV]( [Altuzarra Grows Up]( [From the very beginning, the designer has impressed with the way his extreme youth has produced clothes of such worldly sophistication.]( [Hermès Spring/Summer 2020 | Source: INDIGITAL.TV]( [At Hermès, Clean Seduction]( [With a line-up of utilitarian pieces done mostly in exquisite leathers with metal detailing, Nadège Vanhee-Cybulski delivered her best show since the start of her tenure.]( [DAILY DIGEST Fashion News from Around the Web]( 1 [Michelle Phan Was YouTube’s Biggest Beauty Star. Then She Vanished.]( [THE CUT]( 2 [Sneakers Are Set to Outsell “Fashion” Footwear in the Us for the First Time]( [QUARTZY]( 3 [British Manufacturing: Back in Fashion]( [THE GUARDIAN]( 4 [A Gucci Name Comes with Baggage]( [NEW YORK TIMES]( 5 [Jennifer Lopez: A Comeback of Positively Epic Proportions]( [THE GUARDIAN]( [BoF CAREERS - FEATURED JOBS]( [Junior Stylist]( [Goodhood]( London, United Kingdom [Senior denim designer]( [Massimo Dutti]( Barcelona, Spain [Brand Creative Manager]( [Carolina Herrera]( New York, United States [View All Jobs](  [Subscribe Were you forwarded this email? To subscribe to this newsletter, click below.]( for Free]( Follow Us [The Business of Fashion]( [Sponsorship & Advertising]( [About]( This email was sent to {EMAIL} [Add to Address Book]( | [Unsubscribe]( | [Edit Newsletter Subscriptions]( The Business of Fashion Moray House - 6th Floor · 23-31 Great Titchfield St London W1W 7PA · United Kingdom