Fragrance and personal care
April 21, 2020
Drunk Elephant: Internet-born, with a strong Instagram community and quick customer feedback. No wonder Japan's Shiseido last year snapped up the 2012-founded brand. Image credit: Drunk Elephant
By Mickey Alam Khan
Seventy-seven percent of skincare searches last year were conducted on mobile devices, a 26 percent jump from 2016 and indicative of the seismic change in how consumers undertake product discovery in the beauty category.
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","iv":"c8279a4243c79a43dbf38000dafd3ee2","s":"87463931aca7ad31"}
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