Fragrance and personal care
April 3, 2020
LVMH's Dior diverted its production site to switch from perfumes to hand sanitizers for French health authorities and hospitals. Image credit: Dior
By Dianna Dilworth
As luxury fragrance and beauty brands struggle to find their way in a marketplace mostly shut down by coronavirus lockdowns, many are turning to soothing and uplifting digital marketing campaigns that offer consumers a clean and healthy oasis from bad news.
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