Fragrance and personal care
July 25, 2018
Celebrity influencers' paid posts result in modest engagement rates. Image credit: Bella Hadid for Dior
By Sarah Jones
Beauty brands are investing more heavily into social media and influencer marketing than their peers in fashion and luxury, according to a new report.
{"ct":"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","iv":"5acccedf5f8e9408bee1967dff989084","s":"7c83924d6b835a39"}
Share your thoughts. Click here