Are rebrands bad for business?

Well, it depends on who you ask.

There’s no denying that branding is a crucial part of a business—no matter the industry—especially in beauty.

I think back to my middle school self using Clinique’s moisturizer and face wash and can perfectly envision what the bottles looked like. Today, I can look at the same products (which they still sell) and see that while they’ve undergone a few minor adjustments, it looks pretty similar to what it did 16 years ago.