How to grow your cosmetics brand between covers and #removable

When the pandemic began and the use of covers, Jorge Tager, general director of By Apple, could not prevent the category of lipsticks of its cosmetic brand will fall 15%.However, he knew that his fast bet had to be in the eye category.

Tager reoriented his efforts to change the image of his portfolio and promote his line of masks for eyelashes and eyeliner.A category that grew 9% and influenced the brand to close 2020 with a 15% growth.

"The challenges of the sector increased by pandemic.But for me it has been exciting to be a businessman in an industry that relates to women.I love being the head of a makeup brand for the issue of innovation and being able to serve a consumer who seeks to express himself and have fun with the help of the cosmetic, ”says the manager.