Fragrance and personal care
October 4, 2017
Kendall Jenner for Estée Lauder. Image credit: Estée Lauder
By Sarah Jones
Creating highly satisfied customers is no longer enough for beauty brands, as labels should foster a relationship that develops more valuable connected consumers.
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