The beauty retail sector is becoming an increasingly diverse and exciting place to be, where shifting customer behaviours and expectations have moved the goal posts for long-established businesses, been the catalysts for a new wave of independent brands and encouraged innovators to look further afield for inspiration. We’ve had our eye on the beauty industry for a while. However, our recent work with South-Korean beauty powerhouse Amore Pacific on its flagship brand, Etude House has helped us develop our unique point of view.
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