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As cultural tones shifted dramatically over the year, against a backdrop of near-constant economic anxiety, beauty brands struggled to strike the right chord. This fact was evidenced by two of the most panned campaigns this year: E.l.f Beauty’s courtroom sketch starring soft-cancelled comedian Matt Rife, and Sephora’s ill-judged Mariah Carey Christmas advert that encouraged reckless spending.
Brands had their own anxieties. The domination of AI meant that search engine optimisation was no…
