Despite efforts to clean up influencer marketing, it still polarises opinion as people struggle to distinguish fact from paid-for fiction. Beauty marketers are also divided, as we find out when we catch up with GHD, Ciaté and Cult.
For decades, the beauty industry thought product demonstrations had to happen face-to-face, carried out by a rep on a department store floor or by sales people travelling door-to-door. Then came the influencer.
Digital-first beauty brands saw the value in their lines being showcased online through beauty tutorials and product reviews that compelled fans to make purchases. Now, you’d be hard pushed to name Read full story ›
Source: The Drum