ANTIFRAGILITY MODEL DEVELOPMENT FOR BUSINESSES IN THE COSMETICS INDUSTRY

Iulia Ivașcenco

Eastern European Journal for Regional Studies (EEJRS), 2025, vol. 11, issue 1, 25-44

Abstract: This paper explores how antifragility principles can be applied in the cosmetics industry to turn uncertainty and crises into opportunities for growth, innovation, and long-term resilience. Unlike traditional risk management, which focuses on minimizing disruption, antifragile business models thrive under volatility by embracing proactive adaptation, decentralized supply chains, sustainable innovation, and digital transformation. Drawing on case studies from leading firms such as L'Oréal, Estée Lauder, Shiseido, P&G, and Coty, the study identifies key decision-making approaches - including scenario planning, agile strategy shifts, and crisis response mechanisms - that support business agility in uncertain environments. Extending the analysis to emerging economies, particularly Moldova and Eastern Europe, the research examines how firms facing limited capital, regulatory uncertainty, and market constraints can adapt global antifragility strategies to their local contexts. The findings emphasize the importance of supply chain diversification, digitalization, and sustainability-focused consumer engagement in enhancing competitiveness. By offering a structured framework grounded in industry practices and secondary data, this study contributes to the literature on resilience, crisis management, and business strategy. Future research should validate these findings through empirical studies and comparative analyses. Ultimately, the paper argues that antifragile firms are not only more adaptive, but also better positioned for sustainable success in a complex global economy.

Keywords: antifragility; resilience; crisis management; cosmetics industry; digital transformation; sustainability; emerging markets. (search for similar items in EconPapers)
JEL-codes: F61 L10 M10 O30 Q56 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://csei.ase.md/journal/files/issue_111/2.EEJRS_issue1_2025-IVASCENCO.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aem:journl:v:11:y:2025:i:1:p:25-44

DOI: 10.53486/2537-6179.11-1.02

Access Statistics for this article

Eastern European Journal for Regional Studies (EEJRS) is currently edited by Olesea SIRBU

More articles in Eastern European Journal for Regional Studies (EEJRS) from Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM) Contact information at EDIRC.
Bibliographic data for series maintained by Dr. Rodica CRUDU ().