Taking the decision to make-over a beauty brand is not one to made lightly. Couple that with risk of losing loyal customers, it can seem impossible
But to stay relevant and keep up with developing digital-savvy and social led beauty brands, sometimes the decision is unavoidable – as it was with Crabtree & Evelyn.
Last year, the brand revealed its new fresh make-over, targeting a new audience and a new social-first strategy, investing in e-commerce and content.
Here, Cosmetics Business finds out from the brand's Chief Brand Officer, Ashley Souza, how to successfully rebrand and when its time to make the call.
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