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Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Sell Fragrance Like a Fashion Accessory

The latest launch from Sidia, a perfume campaign fronted by the model Erin Wasson, reflects a new positioning for fine fragrance as fashion’s favourite beauty accessory.
Sidia Erin Wassman
Supermodel Erin Wasson fronts the campaign for Midas, Sidia's newest fashion-adjacent fragrance. (Diana Bartlett)

Welcome to Haul of Fame, your weekly roundup tracking the new products and ideas driving the beauty industry forward.

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About the author
Rachael Griffiths
Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

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