Gaming and beauty: Why brands are powering up

Beauty brands are rolling out turbo-charged collaborations in 2017 as gaming characters make a nostalgic return

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Over the past year, consumers have been treated to playful nostalgic launches such as L’Oréal’s Beauty and the Beast lipstick, Espionage Cosmetics’ Swan Princess nail wraps and Besame’s Snow White collection.

But playing princess is on its way out as video games . . .

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