Fragrance and personal care
July 1, 2019
Clarins has reinvented its brand to reach a new generation of consumers. Image credit: Clarins
By Sarah Jones
Premium and luxury beauty brands are facing growing competition from mass players, since the messaging that resonates with consumers is more than skin deep.
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","iv":"4ab77cd899347a169d28299aad33d74c","s":"9d52c73c0c68346f"}
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