FORT LAUDERDALE, FL—Announcing a major departure from its long history as an unsuccessful enterprise, struggling cosmetics company Serendipity Beauty Emporium rebranded Monday as good.
“For years, the story of our company has been one of struggle, but today we are rewriting that narrative and making it all about how our company is doing really well,” said CEO Ted Dempsey, explaining that extensive in-house research showed potential investors in Serendipity Beauty Emporium would overwhelmingly prefer it be a successful company rather than one that is not very successful at all.
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