How innovative beauty brands attract Gen Z consumers
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Fragrance and personal care,Industry sectors,Opinion | No Comments{"ct":"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","iv":"39d5c2a9cbf538de5bad85d17c66817e","s":"4813f1891ca07c3f"}
Spencer Ball is creative director of Anthem Worldwide