Unlike what people might have thought intuitively, the video-centred social network has become one of the favourite playgrounds of young perfume lovers: the hashtag #perfume has over 12 billion views on the platform (and 4.8 billion for the French version #parfum). This is a far cry from the dreamy, fantasised world of commercials. On TikTok, people talk about perfumes, shades, history, ingredients and dupes. Enough to upset the communication strategies of brands?
Far from the dreamy and.
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