ntroductionThe cosmetics industry plays a significant part in the economy. In this sense, case studies prove to be useful since it provide findings as to the past and current situation of the industry. Moreover, it will present recommendations based upon the perceived findings. This case study can be classified according to the famous (SWOT) Strength, Weaknesses, Opportunities, and Threats format.StrengthDuring the three decades, from 1970 to 1990, the cosmetics industry gained momentum in its extensive development through per capita consumption. Even some segments may vary; the cosmetic industry is near maturity. The current annual retail sales of the industry totaled up to $14.5 billion. The first quarter of this current year has seen a demand beginning to revive and trend is expected to continue well into the following year. WeaknessesAccounting to the past developments, the cosmetics industry has never been always in such a case. The industry is no longer recession-proof and is now bound for depressions and
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