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As luxury brands continue to shift from licensing models to in- home equity, they are focusing on attractiveness. The industry’s highest profits in this category may help reposition and improve a brand’s reputation. But, bringing a splendor business in- residence is not without difficulties.

It can be challenging to craft a strong brand message across all stations, for instance, if a fashion and beauty group does not collaborate well. Also, beauty is a very aggressive and crowded sector, making it challenging to establish a loyal consumer base. However, when done properly, it can be a powerful application for luxury brands to sprout. Puig is an example of a company that properly merged a fashion and beauty division and experienced significant growth.