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When Amy Liu, the founder of Tower28, was strategising her skin-friendly beauty brand’s latest launch — a powdered blush, called Getset — she considered all the standard launch options; a days-long festival of programming? An influencer trip, a Vogue advertorial or both?
Liu decided to take a simpler, but equally — if not more — effective approach. “We’ll just send it to Trendmood,” she recalled thinking. She would ship a box of blushes to LA, where they would quickly find…
