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Where Grown-Ups Shop for Beauty

In the wake of Sephora tweens, brands and retailers have to win back Millennial and Gen-X shoppers who account for the lion’s share of beauty spend.
Retailers such as Bluemercury, Sephora and Ulta are rethinking how to connect with their more mature beauty shoppers.
Retailers such as Bluemercury, Sephora and Ulta are rethinking how to connect with their more mature beauty shoppers. (Bluemercury)

Nora Rabbani went into

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