Aging Beauty Brands Want a Facelift


The biggest and most beleaguered names in beauty are trying to stage a comeback, but first they must shed their reputation as dated drugstore staples.

Brands like CoverGirl, Maybelline and Revlon for decades dominated beauty aisles in drugstores and supermarkets, winning women over with vibrant colors and affordable prices. But they have lost ground to smaller rivals, from online-only brands to higher-end names like MAC and Urban Decay to lines popularized by the rise of specialty retailers like Sephora. Even drugstores have…


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