Top marketers from CoverGirl, L’Oréal and Zenyum on the secrets of cosmetic sales success

With brick-and-mortar retailers closed for business and masks the accessory du jour, cosmetics and personal care brands everywhere struggled to sell. But even while lipstick went out of style, beauty brands still managed to grow –thanks to digital innovation, a novel focus on specific product segments and new investments in commerce and CX. Future 50 inductee Aaron Ting of Zenyum and fellow industry experts explain how they made cosmetics cool during Covid.