How to Refresh and Modernize a Classic Beauty Brand

### **The Secret to Revitalizing a Classic Beauty Brand**

In a beauty industry that constantly craves novelty, newer brands often steal the spotlight. However, some established brands are leveraging their rich histories—through redesigned retail spaces, rebranding, and consumer education—to stay relevant and drive future growth.

For example, Hourglass, a 21-year-old makeup brand, is embracing a fresh aesthetic while staying true to its luxury roots. Other heritage brands, such as Sweden’s Björn Axén and Hungary’s Omorovicza, are tapping into their decades (or even centuries) of history to expand into new international markets.

By focusing on storytelling—whether through updated branding, immersive retail experiences, or educational campaigns—these brands are proving that legacy can be a powerful asset in an industry obsessed with the next big thing.

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