Fragrance and personal care
July 25, 2018
Celebrity influencers' paid posts result in modest engagement rates. Image credit: Bella Hadid for Dior
By Sarah Jones
Beauty brands are investing more heavily into social media and influencer marketing than their peers in fashion and luxury, according to a new report.
{"ct":"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","iv":"329892ec23b91974989ab810ae35955b","s":"556cba06b3a55578"}
Share your thoughts. Click here