Reinventing a brand is always a challenge in a market where product life-cycles are as short as four or five months, driven by fickle trends and seasons.
A strong case in point is Tips and Toes, launched by Paramount Cosmetics, nee Shringar Cosmetics, in 1979, which started as a nail colour brand and then grew to include lipsticks and other cosmetic and toiletry products.
After a series of brand extensions and relaunches, the brand is looking for some
