iPhone cases: The unlikely new beauty contender

As the iPhone reaches its tenth anniversary, beauty brands are shifting their focus from what’s on-screen to what’s surrounding it

With more than 700 million iPhones in use globally, Apple has achieved what many innovators can only ever dream of.

But as the saying goes, if you can’t beat them, join them. And that’s exactly what some cosmetics and fragrance brands have started doing to get into the hands of the consumer.

Away from apps, beauty brands have been exploring ways to maximise their exposure to consumers by literally riding on the back of the iPhone.

Press for perfume

It started with Perfume Holding, which launched a market-first last year, when it debuted its Ferrari Fragrance iPhone Case (£30) for iPhone 6 and 6s.

Perfume Holding launched the patent-protected innovation . . .

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