Revlon’s cautionary tale: The changing nature of influencer marketing
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Fragrance and personal care,Industry sectors,Opinion | No Comments{"ct":"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","iv":"945fb2c268f3ce6e9a11e2f7ea832a34","s":"ac2af1d3c254f394"}
Brigitte Majewski is vice president and research director at Forrester