Internet
May 31, 2022
Guerlain created 1,828 cryptobee NFTs for its founding in 1828. Image credit: Guerlain
By Sarah Ramirez
Luxury brands must approach the next era of the Internet from a cross-functional perspective to unlock its potential.
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","iv":"99d507aa6af9e08f9ec37c6e36cc988e","s":"f69535261b7d83f0"}
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