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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