With Max Factor leaving the USA in 2010 this leaves more shelf space for other cosmetic brands to expand in the drugstore market. While CoverGirl currently dominates the space, will we see more Wet n Wild, Prestige or e.l.f. taking up shelf space? Or will we see more premium products like Olay’s new anti-aging lines? Will brands at lower price points continue to emerge?
Let us know your predictions for what you think the mass market beauty aisles will look like in 2010!
