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Rewriting the playbook: how legacy brands are evolving in a fast-changing and demanding market

Conference

2026-09-17 | 09:45 AM - 10:30 AM (GMT-05:00) Eastern Time (US & Canada)

Legacy beauty brands are contending with shifting consumer loyalty, faster trend cycles and rising competition from agile newcomers. One of the industry's largest legacy conglomerates offers a live case study in reinvention, returning to growth after a multi-year turnaround built on fresh creative leadership, a long-overdue retail partnership for one of its flagship makeup brands, and a broader cultural and operational overhaul. Another legacy group continues to outperform the market through category diversification, disciplined acquisitions and a deliberate focus on long-term brand trust over short-term marketing pushes. A third legacy house is charting its own path, investing in fully traceable, integrated sourcing to strengthen both sustainability credentials and product performance. Brand leaders come together to unpack what these different playbooks reveal about staying relevant without losing what made these houses iconic in the first place.

Speakers