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.
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","iv":"50055c787d1ce5546701640e782af18d","s":"241c954ec97ff1e8"}
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