This news story originally appeared at Skin Care News on 20 December 2021

2021 Resistance: Finance – Global Cosmetics News

Cast your mind back to early 2020. Did you think COVID-19 would be ‘all over by Christmas’ or were you more inclined to dig in for the long term? Two years on, with several countries grappling with a fourth wave and Omicron surging, the doomsayers aren’t looking so ridiculous and those who decided to ‘wait it out’ rather than pivot are struggling still as restrictions persist far longer than anyone predicted and the end of the pandemic proves elusive. Responding to the pressures of 2021 required a different tack to 2019’s course and those still clinging to their former business models are floundering. After all, this isn’t back to business, it’s the new normal and for that, firms need a new plan.

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