Drugstore beauty wants to dethrone the cult brands competing for young consumers.

Drugstore beauty wants to dethrone the cult brands competing for young consumers. From CoverGirl to St. Ives, drugstore staples have taken a new tack to reach young shoppers by switching up slogans, introducing “[M]illennial-friendly packaging,” and hosting experiential pop-ups (which Ypulse predicts we’ll see more of in 2018). They’re “future-proofing” themselves by leveraging The Influencer Effect (and moving towards micro-influencers) and cutting corporate red tape to expedite their response to trends. (Fashionista)