The beauty and skincare has grown in popularity in the past few years, enabling brands to deliver products and regimes tailored to individual consumers. Function of Beauty is one such example, with the brand creating custom haircare and skincare for consumers based on an in-depth online consultation (or quiz). While this is part of Function of Beauty’s USP, it also acts as a clever piece of content marketing in its own right, helping to hook in the consumer – and their long-term loyalty.
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