For beauty brands, which depend on consumers testing lipsticks and mascaras by applying them directly to their face, the notion of a contactless, socially distant future presents immediate obstacles.
It’s not like the pandemic hasn’t brought a bundle of new challenges for the industry already. With store closures and fewer people concerned about wearing makeup in quarantine, Estée Lauder Companies reported that sales were down 11% during the first quarter of 2020. L’Oréal experienced a 4.3%
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