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":"9244919f808a5078d9aabdea697d8654","s":"b5ce90f012ab2585"}
Share your thoughts. Click here