The Business of Beauty Global Forum: How Do We Create Connection?

Everyone knows what it feels like to come across a brand that captures their attention: it’s almost like “brand magic,” said Imran Amed, BoF founder and CEO. How exactly brands make that magic is complicated, though, and it’s becoming even more imperative in an increasingly crowded market. The things that once made a brand stand out — like speaking in a specific tone, or within a particular channel — are played out.

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