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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