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An increasingly science-conscious beauty consumer is realising what formulators have known for years: that active ingredients lose their potency far quicker than brands would like to admit. But are “use by” dates really the answer?

Beauty brands are focusing on data analytics to inform their product development and marketing as the industry moves toward greater personalisation.

Christmas has come early for brands and retailers that use the festive tradition to boost brand awareness and drive customer acquisition ahead of the Holiday season.