Fragrance and personal care
September 2, 2021
Brands have a lot to learn from beauty content creators, especially when it comes to what consumer behavior. Image credit: Yves Saint Laurent
By Nora Howe
From blogs and video diaries to TikTok clips, the influencer marketing industry has evolved over the last 15 years to feature content creators who acutely understand consumer trends and behaviors.
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wTjUfyzg3RjygUmNl4xowNoc3DS53wC8u52Q13W5lVCtq6EafXyo1tbeGqfz7P27FCSs1JDUhp2cZaaSoeFENYZKet4bVUZJEbPdKruvk5QrToYugejSj5201btdvjF4tULuEqIW+qTccr5tenGaFGgXWRrUjfhYh\/uAdGCumLF47AjKURVkOA6Sppl5Zn7JenwNgCwqCdJ2cGBGmoIEg3oyBs96LPraKHdVUqeyyTGFkH7fZeyHPwqbLv9kSDD2oV7b3Xcn6z8OpyvG0jX\/kD6ypXBEsXxEmJGZyHqoIVPPol0WEEKlsvujOjuIb6vmGV+gU6sBCTKdnWOkLOahCKndmYKoYzDIh4Z4BVsH5DfyaoIfs7\/Ofemw9XYDo4O0gMFvqAVYGlkdU\/kkBIkS4EUab1FPIr4kki\/zwxIFwr+YO8\/7w3WDTppUu0nYZGr4b8F4pqyyBz3S9yHBnFSQyyOaneXo029bbgXuwXuLKVRZmlJRWXC51kui6lz0uqC3Da0zhS5C7zC628Xqy30lLte9IfiFZmyQ15HvQNOMjkC739C2HYTwLg+9LzbmaXHyGb+o5w6NUaKvoIXIZmo+h\/vIIGCFvjJcNmK+t0wYIGEV5qcohaU1SwyjBJCiP6vbH2eV7EDMU6O9MoJztJSGhli8F\/x8a9EmCJd6RZLrjk8ClHVf4Myqp7CF+tJ6PUVe5jKujKX1F4YEojtH4WVaPvnRfndeLc2AqKqF7+woodiB+nyi6AuiGwiv9R4zew+1LFosPgCMDKtc587NgwUbh8V1P8bmXwpk+O+ZTbhGEPRy6ZxGA7MfImVr3iQBXHLeXojIozZtBGnOdF3fg1+9fJoIRymt3wIw6lBgp35Lc9LuzRcYBHyAOrWU+OZZSyd03g47\/PVQEnja4zQ5jqOrooQTx63DKFpcg6+KdyKrCemLtsN0UweOFxrihzZYKXAntclUnIuw55w5Dw40twmYUzO3pw3iuFdddQA9PFv21Zr71plcXvB8IY\/g2cKk4Bp7x\/tMwN\/D8X\/XU\/aSudhf39gjg2Xz1fsrxeYoYj4Y\/cIMzVlYBMAZHZu0fSD+xUAi8AEuN5ciUapFr8FDsN9bESLfGXyskNCdi2Vm9eb+Wj7OBVvnE6WARNSPRFKwxpG6QkHCz79FHENA\/Ny8asvZj+ffzHJW4U4+Ua9V8FAQa2aYCKvutmfo7wvgK2m9EFtsblQk6tke+MfUDLd4GP4ckveEVTzsKmnGJVCxnOYxeAc0XQ+N5Hw4c1dmPzItb+pp6AJlTONkt3r3OBgW90Cgud22BhVKmuaqMrW3xPVKtgmzsHQN146nJ9e3lm1CdcGXtVUwGN0t+oXrtX7WWnzc8ypE2jyGBC5A8TUTyEp\/GVYfQmMG5a9zDfVycOJqX6q6iUZ6sjA6fMkOiSO+G9njaYJ392Adc6zowjgzXcshiQDHMuc\/SpR1+jKR6xAo+8vZeRQnhmetNgHOhz\/Q4JRjN5ZupYtJyr9t7N0t9WPP0EgXuohvsUs4MslvIxKG8FPAJXr8nyGDbEPT4eCgKhGP5K86TbyDqCZyNzhccjTygsJKocByWEiaoTRWb7WO320p7RORePsm7tWuItdGIT4wF1eLOqJGn0vMuoju9KZ3SdtpyrjMH3JZ7uwOTXVELaSIsL1lGiOxrnqZSudnQ\/iQkBP42+4mD6i3RxqYu4Sg0A5tlCetQ7ciQksfW7iYbHLwY8LFtA\/0NKkBUpNS7dY1jGOKPiiu8rN8ICrMgP2b9Upf++5mpX7XZXyzLUnFeODXVUr02PsqLdH+stFN1rUc6Rv8\/eOaxw\/v5pPQvhTWuDclF9NODeB4iSdZLV9ONoEQo5uso+z86I2Qoclb9VsVXHbKQRfnrbsPoC9fHtWc3815n4uU1RmntmW5ZH4X1MbzUe6o3XlsIMxtclgtpgnzlW3ZHfcl1vtjW2DZmTJx2ILTvcHzPkGro4baETmoERP2duRgrXBV\/lGMX4ntLrJH04ooafx3WVfoEneLOvbZTL89OtyutTxKoiGhcwhmBH\/BuocgJw1odGDsTGlAKHTXDk49ViU+myAhEhEu7P7kOq9yhrx8pMm4GDCCGZe6ZvjMTuTOxlB0agnr1Oa0Mvq4wE2FCFfHWjJOqv2Iyd9q1PMZ8PDYsC52HcXsCjaAxNSxLI42zRCxtp1JLaiPJnkzjDIcIV5gPYBIDcJgH6O3pkoMPGyM7hxIN1TrjYvk1snBUm88Mq2J47nzjOYJigT4BlUJsUXBUajjcCr41E6WPLahgXgA6wgZASWdRi508MtepRlccQThKmUjq12DbS\/4AsoNl9O53UrQRMKLGlXCgFEKy6EJyComcfrl8+mIP\/qEyf1i6K6P97b3Pk5jyFy6CodvH3uCD9+20fnX8I654gbyP90VZNH9Zw938SH7EAzGxXMy84LatkV3l\/2GVg1IF9fGdStETrAUd1HAWCNaUBvpFrkZAlvOKDQ7zfq7kLlfhRDbdYvvpERCpyYDdR4lrX3oz8jGFNm+Y6m+zLLFC6UwhaVJgJa1guL8KqCzMSu0WflZNjCSclGgbdBBvziKzFK2q+O4m2bR\/czgV4p75tzfzIGkccMGXVBFjI6tA4CsaIND6K8jtGzfFO5ybLVaEKs8D5OK2W+2x+Yf1o\/lmpsUQH50tfnlcU1hbewOE\/AKjgxxayJalJ+8\/XUd3B\/Mh7qxTNmgJNWiR\/UFcCne2hPJoUo597qxRJtSVvX8MkXgAWFJN1a862VrCabxRwqkOK+98KacNQkVff8MP4g+GxfPzdYXV\/qQ1bDKqu+pTEv4c7eNs+bsqgkg\/V0DRQYDfXhsvw7M8JTQAX7im5IZCTISLvS4BKMZaT+oBXFaL9HGuRlSIACLxF+CmvC1iU6QpfjnpxQVOFk8zxHPGYH+OD5Blh2TtEEnjqczcOlwef\/bj7kKKXhsbP8j2yPqcrPgyMDknyJT0lg5yz3JoH5x5tduPQ96TF5MXOoVDMB7BD2mIltJAg9N1DIgL8DRaSao7dGha5Xs4yKvIQ1Cug0QP4gBcUykNk0R6mX7i7k6lPemDWOLSU6IKgMQ46rWnbyhBmYg1jorQvVHJLXp4kRsglnCcQqK4nhnixC1xZV\/yO2Lv5U7VPe1LG\/kK7dtH3cK1O8SaH+WrejTPF2pGQAfGv68kAr6xXn5pkPTxDIRDMviv\/MIjwR\/1+6iQO0\/Z6Pkz+pGjOCtPuQKF2jtjQ5lhrI7Lhwc3BUQnNX9SkOyo5eVNZbwwMY966ZsMK2ocpPrvOEdw15FZcAw6mj+N4jUmHsJYsqIUc6E1jwjOn4W5Ou9nTrXfOoQtiOpFNGgTwdTRHPUnFdB0AK8wc7u6hbah1OEH0bYd9S09qZjRXp8KwH7G\/aX1zHfpHPXX9nfs3PSsgQ6Ga9zNZE8XCjw4gtFyV9N0c5DwvO02YOUzodGVBS39nJaUg\/t+fqGpLiKc33CXK7lPbOhbZO\/to+gfFHw+GfN4s30B5zEnudImMXI3mFvrXf91lBgPoQOByIKSuLgDr4lXeYmTlLxlLeei\/EtPCUUTSiD3HK71tuOV2vZYWZxITAz9enJZXdBwAZFlWK\/OLmN3yFFr6UxM8JMc8C0WJSk9v0JnO1BWmn0o\/Tbp+5LZ8+xZxMQ\/7ihVBI2\/JlzOrORvPsoGa7cm0MshdKCFlL04ut9iynSUQty8spGiLTY+gFNvMfPwkXwU0SxR9+AZor9OQekD7bvdeJqb205QsQPeV35RCH3AojoNKfzCqNBsd\/i\/fJhAp1a7N5WAFDCrlhxVM3FoDOKWXxgZ7XoyfG7TfZ3ChZseuG5Jmsy4AvfVcHLlNnopDT68TfmHq0hEDSCIecH7ARs9WOzdUZyZXhWi2x0eNQMJBnV1EkF69fNgkYePR8RFMci80dftWG7egdbtAGz10TnaESH5TlWoKTXEX\/J+GsGtZDHkBeUjKjM\/oAVPxZH7MRXqnaSbo3EGFpqqD2o1VRkS0oWg9\/3+WXU6oawLdoOjUkHcNqPvhaJtXFJG3CMjetAi1ShKHKET+Jdzll7AWqBlMsotQJ3G+JIthoGd\/nRFgV1p73fHONaTs+LaijO\/d9ruFa6LPlmsudc4mzIGAobVON\/twthU+vRMY9mn\/JUJKpeXAOFWShz2nruzu4Hwa6sPnx+tPQD0HCO8yYPPYg89QXzhwnMaQ+Z72lc+RSf+1\/0yQ5ZpzRQUJzDEpJCzESkzemQdTNzcvYVXNDu9GXuxTr6WpOh4nbMSiY2vd0jL0y3HhFKF9PDMS54vo8f1XpFwBDb3iHraxQhcsrUsN9CrffvvezsCEh+G2YRh932dNA3Wdm7f0TKPw1rk6GvwoCx95Btv76K6AOgmRsK88K7\/RQAIvNhrAo2x6M3CsCX4\/JQB5uO\/jaC\/ulp5zSt71ORmsSstNyb0UMiFLCmT7SmkvSCwtax5kdVRdH8qJ39iRMGgcFrVAin1g0TERm9V+rbuUReFhieS8B5auxppUboqNy\/0fs0MAk+i0IfxGJZkGsdc0yPAvG+j1g1l9WqMAxfMMitZxMGrUt9Qj7XQOXBWE0P1HOJhlDhXiCetcyboHLTKYI\/c9El1fK19HVSO0UJTEAeY3Xxc\/i2yKE+05JKbDUq4t1lunpQFNRANsalVEMDwjpWPHgRrsaVs3ENj4NqfUNGMddQG2LXM145yG333jqcD0y7JSwZJ+RqWpWoo44NIqmHfJSdGG\/jmr1s7PrRPsGy4KB01zzuvKaopOFpkVoHzagm\/RO5JL9aecKicI3le1s8ZezMv+tI2em2M8Q0DzhR2GBvCuEmVFiNYsNTBOrXn1HFD3d29KTTVoav2cI0aISalh3ZXB42+gXwHxLO5aSx\/4JKM1MEOTi1JMPHb5B4AE1P2kwGwp4p\/1sDXZ8cT+SOAZUfxGGFN6DyoeYOq+189z9\/2x\/H9wAepMbmLlJZFoN44DobHuDUSiIW1fbT3O34+fzYsaie0wqtC4STNlD5et1HGtm5MCnk9C7s6laGVq2oeTO6SQjCFkn0Jz0s9DbOj8nrhfOcTM50VL2Ed+5y2bvUXrSj7rWgb2Byp2bxHgBANWaO2H+EnF+0iAdpjf79i8O99whZUMbGahKdvpdYam4LeR2ywr3ovWJczuTcMsFEz5KNhGXZmsQyxPT77wE\/l1L3ukyppHXX2o2KU15qzlsZLcy4FeH0Jyoq6MihMKZdby8cMldZH5q34Hbrp+hBF8YKbdhSw0rWM1dp8X\/6StTH4LOlHBhz4rOJY\/C+0kLoCOfEd4VF+tKq3yGBNhXgfY3IHAu9Mapi2YTDzFrbBBggHkmpGvtAuIC7QgMFMPG1QLNYA8eoYW\/w1VWVxpyMXXtuFA65+SGrwzl40mW9sm\/mkLegN44E5DtDlWR9MahrckXcBhZPAeFJlyrk\/wVaFDgmKd2zB1hr17FRFGSfITVgwsRYVNjnitk0AIwzN3uKXfKvWLHeSdIFCsoP+EmaAOVqwRNNjF43XHJDuxx5gb\/Vo19OjPTD0pjmVaeW85nyzr47Y\/PVidnwnegBwbp4mgDai31RTWjaBnIpoM04btII9nK+V8x6dqVZJprJcorM5D51l7r4ftB5xXjaJocWkQG32mKF8XMU\/hKzwKcSJLRbtwe69\/yJlWJBhFVr9fBEJGlbOVBtejyyK6McGMHLG7Fo1vOJfbWF6iNcVKcGS2IILe\/ErggdfczonvlHGvgY1Yiw2HMwvx+Geh7IKwB0wyOJzlyibrRDBnyBs8JLoMJmHWr3q9Vdqrmsh30qaR4ziYxiUaIkN6E7Tb+DdyhbAcI5ZM\/\/khn\/kCipxkXXqUbAKedc2WdgzHP4Kb9LX\/CI8vbxVqv1xhls3QjtDB4hBzfzign6ZF8v8Z8TDmnwDNsIz\/l+bCvJsgWIcfD8zbpgqoIgN3yEi17xvTSkRp1Zefw6vXCwgTOniVlDFU4RZNUX3p0ZbD3ua3fJMH\/SErDXYJ7rpHMGMmhYWwHbFpyby1QMMT3bOFoySS9wXbq6P+LM3DCHJ4On2tEQuUsEJhB3Yl0V2gRILc6GJ2OzR9Z4G92ll\/X3aVB+6nBmgMINURV0dw+J6XXba6u299HtWPchUTBvZE17EZB3\/vyaUWFsAJoigJ1w95NrkFq2ylbA1IuHJBEwtylBBj6Nn7OXzF55tscr4jiy38qhNAD3Y0l8sE5BSNqABS0PHnenNpBbj9oOgaIcddJil7I+80YOqJVPFun36C5jvZFfq11fO804rNKxPaUpaxUlaIAjfbkUw8D1QUTj+2rmYJV9T+NKiX6WehcFJe7H0uArrKaVSi7uzMVtJYUY2pVMxzZpluJhn9LaXDWbOGb3OJqPupr16LFDAc0bnJJ6J7UlT56gZDvdZzzHiS+GdNBy\/eKnvDKpf21Rx1zn7qR8jooUctUENS5tMIWkvv4wnWPiVUiMW46Vy6NKL6zMyQhUwUCRDWYkPmeKQk8c0CHfPLzcckjTYqe7PgMgxEEjHbwPfnkhVZmubeFMVjTmyaeEEHcEPbwCzCiy2jmSsosAaxkiqMtms3gNVCny\/TrxXnxTmhpI5Ocrt91k755D3oXGrlNWn8jaMC8V2yy4y2bSn1Zb3eCYybY+cc5QMmGJy4pYQ8TbvgzfrCv+30+zrL\/oOehgPKeuEvUyLNkgUzc1lTJWq3RNyP8MYjpDbzTUQygkUAzh+GaNyyx0uf6ve58deyhF3GZs1ZVvzpoh8vdPSuXQ8zGICi2I4Vs7aYZWMCphPcT3pD4vLWNV\/TrOk+QBjFJaOZa2DmHMPjy4CEfP4wPeA6xX88LWtaBcFb2jn1HcpIJY0zSNtWOKDz2HYAzkltMIktQyl6\/PZUKPwhZSU\/iqqRvYZVvfODX2nVhRZsDKmkbRfExiKVlH1hD8qqvTu4Uuckg5zcV\/3CofTsMhoC7g8m9jOfOo3hIDiYrLLWrYM6l2sp4xM7sE\/97gx8UxMHj2dCw6zoIE0EtMdnX2FHTM6Km9867i2KQPcXWyyu+7+\/vOCALWvaUu1dvSWTSdHfOX33uaeJVhssen95bZvy+bWyIXuhBGY5kn\/SXSWrzU20JU+UWx3+iEDbID+BtLYAlbdFHkU5ISD0jdM26DLdM0jrpgreBpXpRcv2RHqcHpLIgRYbYDTJ1qbchy\/59QlRzKrMjc+REzonZkMXIQnCxQ==","iv":"d837b84408a45db407bc22a7a37e1411","s":"f247587307ca936c"}
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