After the downfall in sales for the Yves Saint Laurent counter, managers of Life Pharmacy at The Base, Hamilton, made the decision to moderately discount products in order to prepare for discontinuation of the brand. In order to find a viable substitution for the brand, thorough research has been conducted of all the different brands currently available and identified two potential substitution brands. After gathering all relevant information about the overview of Shiseido and Cailyn Cosmetics it has become possible to write up a marketing mix analysis for both brands in order to compare one brand to the other and choose the most feasible one. An overview of the beauty industry has also been included within the research in order to gain an understanding of the current and future of the beauty market so that the decision can be based on the overall
position of the beauty industry. From the results and discussion, it has been possible to conclude and make recommendations to Life Pharmacy.