Image. The beauty industry: small fish vs. Big fish over the past 14 years, experienced steady growth, at around 4% per year . In may 2017, the beauty sector was valued at around 445 billion usd. Creating a thriving industry for individuals, hitherto primarily women, who want to be highly successful in an entrepreneurial industry. In addition, it should be noted that there has been a proliferation of small businesses in various sectors, including the cosmetics industry. A good number of companies have appeared in the beauty sector, each with its own vision.
These companies, in turn, pique the interest of larger brands like l'oreal and maybelline. And the vast majority reach purchase deals, like the $1.2 billion transaction between e commerce photo editing service l'oreal and it cosmetics in august 2016. Deals that occur because of the multiple barriers imposed for small companies to reach global markets. However, smaller brands, as well as more recognizable brands, have been able to be known around the world thanks to social media exposure and personal recommendations across platforms. Now they are equalizing forces in terms of positioning, with the merger of companies, changes in advertising and technology and the evolution of products.
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