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How Fragrance Is Driving Innovation in the Beauty Industry – Valerie Jacobs on Connecting the Intangible to the Tangible

In the July/August edition of GCI, LPK Vice President, Group Director of Trends Valerie Jacobs discusses how fragrance is breaking down barriers across business categories and driving innovation in the beauty segment. In the article, she details how brands are utilizing the science of scent to enhance consumer experience on an emotional level. Through engaging consumers emotionally, brands are hoping to translate consumer’s multisensorial interactions with products into fierce brand loyalty.

For more insights, read the full article at GCI.

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