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MCoBeauty CMO Meridith Rojas: 'Dupes democratize beauty'

The Glossy Beauty Podcast

CHAPTER

Emco's Disruptive Beauty Strategy

This chapter explores the Australian cosmetics brand Emco and its strategic expansion into major U.S. retailers with a focus on offering budget-friendly 'dupes.' The conversation highlights the changing dynamics in the beauty industry, where consumers seek both luxury and affordability, and introduces the role of effective marketing and packaging. It also examines how different demographics, particularly Gen Z, influence beauty trends and shopping behaviors.

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