Marketing Analysis
Julienna Law
Nov 21, 2022

As beauty brands shutter stores in China, can the metaverse offer a second chance?

Affordable beauty labels in particular have faced numerous challenges in the market, from pandemic-induced disruptions to the rise of domestic competitors.

Maybelline is closing 14 standalone stores in China nearing the end of their contract and prioritising digital expansion. Can the metaverse offer struggling beauty labels a road to revival? (Maybelline)

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