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  • E-commerce fails to lure local-focused G-beauty fans
  • E-commerce fails to lure local-focused G-beauty fans
    Gita Krishnamurti (2020) ©
SIGNAL

E-commerce fails to lure local-focused G-beauty fans

With its scientific, no-nonsense approach to cosmetics, G-beauty has been on the rise for some time. But German brands are struggling to move shoppers to online in the wake of COVID-19, leaving room for innovation that brings the perks of local brick-and-mortar perusing to the digital sphere.

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