Agenda-setting intelligence, analysis and advice for the global fashion community.
Social media platforms like TikTok, Instagram and YouTube continue to shape beauty trends and influence consumer preferences, particularly among Gen-Z and Millennial audiences. But social’s role in brand and product discovery is diminishing. Surging marketing costs have made paid reach more expensive to sustain, further exacerbated by proliferating AI bots that by now make up more than half of all web traffic, adding to marketing inefficiency.
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