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Evolution not revolution: How Rimmel and Max Factor are repositioning for growth
By repositioning Rimmel and Max Factor, Coty has been “redefining” what each brand stands for while staying true to their heritage, a move which is already helping to shift the dial, according to marketing director Ian McCarthy.
Make-up brands Rimmel and Max Factor have almost 300 hundred years between them. But even brands with such rich heritage and brand equity can’t rest on their laurels, particularly in the fast-moving digital age where brands can rise rapidly but fall just as fast.
