Hailey Bieber has once again made headlines this week, this time for revealing a new iPhone case capable of holding her brand’s peptide lip tint or treatment.
Much of the online discourse is focused on the case’s ‘vulva-esque’ design, but the launch hints at a new strategy beauty brands may be exploring to secure longevity for their business.
The longer a brand exists, the more challenges it will eventually face.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.