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.
{"ct":"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","iv":"59b445f5ccb8f08329047bcbb19a09f7","s":"c2e1f11c9f8e3bc6"}
Share your thoughts. Click here