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Dec. 17, 2025
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Fragrance and personal care

Inclusivity, authenticity win over modern beauty buyers

March 26, 2019

The Estée Lauder x Kith collaboration spotlights natural beauty. Image credit: Estée Lauder

 

By Sarah Jones

One of the main factors affecting beauty consumers’ purchase decisions is diversity, with new research finding the majority of buyers prefer advertising that features models of varying ethnicities and body types.

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