Beauty is such a fun market to play in, and a smart one to play in too. Lipstick and nail polish, though not considered true economic indicators anymore, are still some of the most stable consumer items, seeing healthy sales even through financial recessions. Beauty is a small-ticket indulgence that can be scaled up or down as consumers flow through lifestyle transitions. Why is beauty so fun? Because it’s full of emotion. It’s vibrant. Moody. Dramatic. Playful. It has personality, because it exists to inspire . Celebrities are often called on to show off the products, serving as aspirational role models for glamour. But strangely, as much fun as this segment is in terms of brand imagery and inspiring, dramatic advertising, the cosmetics retail aisle for these products feels disjointed and definitively uninspiring. Why is that? Part of the challenge is the nature of the packaging; beauty products come in small sizes that collectively form a busy mosaic in the ...