Failure Case Study - Morphe Cosmetics - A Make-Up Brand That Lost its Relevance Among its Target Generation Z Consumers

Failure Case Study: Morphe Cosmetics focuses on how Morphe Cosmetics failed to align itself with changing consumer needs.

Launched in 2008, Morphe Cosmetics is promoted as make-up for the creators. The brand has failed to develop larger recognition for itself beyond its relationships with influencers and decided to close all its US retail stores in January 2023.

Scope

• Brands need to take appropriate actions when influencer scandals break to avoid losing consumers and safeguard their reputation, taking a lesson from Morphe's decline.
• It is important for brands to win consumer's trust and maintain authenticity. This is possible if they also have a strong brand identity outside of collaborations.

Reasons to Buy

• Understand the challenges and opportunities for a specific company in order to tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.