Malena Higuera, GM at Urban Decay (previously GM at L'Oreal) discusses how the beauty industry adapted it's traditional in-store strategies for digital. She also speaks to how Urban Decay conveys a strong brand identity of inclusion and individuality, using their own field team as the center of their marketing strategies. Malena advises on how to use DTC eBoutiques as an educational destination for your consumers to drive conversion on retailer websites. 

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