Ruth Harrison looks at the growing power of the non-celebrity influencer and asks, how can beauty brands monetise social media?
In the past five years, there has been a transition from brands owning their story and being the storyteller to the recruitment of celebrity and online influencers to do the storytelling.
Historically, celebrity and cosmetic brand partnerships have been more visual and have impacted sales, but have not necessarily been instrumental in customer engagement.
We’re seeing exponential growth of
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