The beauty industry is renowned for being one of the fastest moving sectors in the world, with global, national and local trends continually changing as consumers are influenced by fashion houses, the media and celebrity culture. For brands that can quickly adapt to fluctuations, the revenue potential is huge – the global beauty industry is set to be worth US$265bn by 2017. However, keeping up with customer habits and modifying business processes to capitalise on them is no mean feat.
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