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":"3238637bfe9db5f7e5c9fc9c6e4c7b9c","s":"d06a671e9827c0ef"}
Share your thoughts. Click here