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":"de778b4b9b0735434dc21e7e082d6d54","s":"7bba465251597904"}
Share your thoughts. Click here