The Truth About Beauty

To understand what really matters to beauty consumers, McCann Truth Central conducted research across 15 global markets.

The Truth About Beauty

Laura Simpson, David Tucker and Arvind RamanMcCann Truth Central

Globalization and technology have made the beauty industry both more dynamic and more innovative. Easy air travel has given rise to a global fashion industry, and looks conceived of in one country can quickly become the desired style around the world. The Internet had made it easier for tips, tricks, reviews, recommendations, and even warnings to circulate at light speed among the worlds connected consumers. As these same forces propel the beauty industry to new scientific advances, it's important to understand what really matters to beauty...

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