Cosmetics giant Estée Lauder balances retail outreach with ecommerce and a physical presence, supported by visual-rich social media. Image credit: Estée Lauder Seismic shifts in how women and men define beauty and products’ role
Posted Bya Luxury Daily columnistOn In Columns,Featured,Fragrance and personal care,Industry sectors,Opinion | No Comments
Cosmetics giant Estée Lauder balances retail outreach with ecommerce and a physical presence, supported by visual-rich social media. Image credit: Estée Lauder 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\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