The dynamics and hyper creativity of the industry lead to shortening product life cycle. R&D
in cosmetics allows the big players for launching breakthrough products within a year or two.
The shortening life cycle facilitates entry for eventual new entrants. Even successful players
like Chanel seem to transcend the life-cycle process while managing to capture a new market
for each new generation while retaining their long-established clientele by leveraging the ehind Coco Chanel (successful new advertising for n°5 fragrance targeting
younger people).