USD 16.07 billion
Makeup Base Market Size, Share, and Growth Analysis
Makeup Base Market By Product (Foundation, Concealer), By Distribution Channel (Offline, Online), By Region - Industry Forecast 2025-2032
Report ID:
SQMIG30L2290 |
Region:
Global |
Published Date: March, 2025
Pages:
196
|Tables:
91
|Figures:
71
Format -
Makeup Base Market Insights
Makeup Base Market size was valued at USD 16.07 billion in 2023 and is poised to grow from USD 16.86 billion in 2024 to USD 24.72 billion by 2032, growing at a CAGR of 4.9% during the forecast period (2025-2032).
The market expansion is driven by growing demand for organic and natural cosmetic products, with consumers becoming health-aware and choosing products that contain no harsh chemicals. In addition, the improving disposable income among consumers, especially among millennials, is also helping in the global makeup base market growth as this segment places high emphasis on appearance and self-expression.
The influence of social media, beauty influencers, and celebrity endorsement is driving consumer spending and demand for products centered on makeup. The shift toward cruelty-free, vegan, and clean beauty fuels market demand further. Additionally, formulation technologies yield skin-friendly, long-lasting products that enhance consumer loyalty and satisfaction. The growing number of millennials, coupled with growth in their expenditure on cosmetics, is driving the demand for makeup base globally. Due to this, companies producing this sector are focusing on millennial consumer segments through the development of the product range and improvement in online shopping websites. Natural ingredients have been achieving unprecedented popularity among this group of consumers over the last few years. Growing consciousness regarding the negative effects of makeup on the environment and human health is prompting customers to use natural cosmetics. Consequently, the demand for using natural raw materials like plant oils, plant ingredients, and mineral pigments has significantly grown in this sector.
Moreover, businesses have been following multichannel distribution, such as traditional and web stores, to enhance their revenue and relations with customers. Social media sites are also playing a significant part in promotion. Consequently, online marketing has been growing immensely in this sector. Producers are partnering with social influencers for their marketing. The explosion of online beauty tutorials on different social media platforms, including Instagram, YouTube, and Facebook, has been motivating consumers to experiment with new cosmetic products such as makeup base.
Key Market Attributes
AptarGroup has consolidated its market leadership by acquiring Albéa's aerosol business, a strategic move to enhance its product portfolio and expand its footprint in the aerosol packaging business. The deal gives AptarGroup the ability to tap into better technologies, enhance supply chain effectiveness, and strengthen bonds with global top brands. With Albéa's aerosol technology integration, AptarGroup can offer innovative, green, and high-performance solutions for personal care, pharmaceutical, and household product markets, which meet the growing demand for sustainable and efficient dispensing systems in the world market.
L'Oréal S.A. is an international frontrunner in cosmetics and beauty globally, manufacturing a very diverse range of makeup base products for different skin types and preferences. Core products from the company vary from long wear for oily skin and cream foundations for dry skin to tinted moisturizers for a natural light finish. L'Oréal has a continuous drive for innovation with the introduction of cutting-edge skincare-enriched foundations that address new consumer demands. With cutting-edge research, high-end formulations, and sustainable methods, L'Oréal sets itself in the global makeup base market with superior quality, varied, and performance-based beauty products.
Shiseido Company Limited, a legendary Japanese beauty company, is known for its innovative, high-performance makeup. Shiseido's makeup base products are its advanced SYNCHRO SKIN SELF-REFRESHING Foundation and SYNCHRO SKIN RADIANT LIFTING Foundation, which leave the skin looking natural and radiant while adapting to skin movement for extended wear. Shiseido combines advanced skincare technology with high-performance makeup, offering products that hydrate, protect, and beautify the skin. By focusing on scientific research, sustainability, and high-quality formulation, Shiseido is still a top contender in luxury beauty, innovating foundation technology.
Market snapshot - 2025-2032
Global Market Size
Largest Segment
Offline
Fastest Growth
Online
Growth Rate
4.9% CAGR
Global Makeup Base Market ($ Bn)
Country Share for Asia-Pacific (%)
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Makeup Base Market Segments Analysis
Global Makeup Base Market is segmented by Product, Distribution Channel and region. Based on Product, the market is segmented into Foundation, Concealer, Powder, Primer and BB/CC Creams. Based on Distribution Channel, the market is segmented into Offline and Online. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.
Analysis By Product
As per the 2024 global makeup base market analysis, the foundation segment led the market with the highest revenue share of 40.6%. Foundation is an essential product in most makeup applications, producing an even and smooth base that improves the appearance of the skin. High-performance foundations have been fueled by increased consumer desire for flawless, long-lasting makeup. Advances in foundation products, including those with skincare benefits, for different skin types, and in numerous shades, have increased popularity. Moreover, social media, beauty influencers, and celebrity endorsements' influence have increased the visibility and attractiveness of foundation products.
The concealers category will grow at the highest CAGR of 3.9% during the forecast period. The growing need for perfect and natural skin has prompted consumers to look for high-performance concealers that can successfully cover blemishes, dark circles, and other flaws. The rising popularity of social media and beauty bloggers further raised the level of visibility and popularity of concealer products because social media prefers to showcase such makeup routines with heavy reliance on concealers to get a flawless look. Innovation in formulation such as products with lasting wear, high skin benefits, and wide shade range also boost market growth. Additionally, the increasing trend in personalized beauty products has witnessed companies producing personalized concealers that respond to skin colors and issues.
Analysis By Distribution Channel
Based on the 2024 global makeup base market forecast, the offline channel secured the maximum revenue share and was mainly driven by customer demand for in-store shopping. Customers appreciate the advantages of testing products in the store before purchasing and taking the advice of beauty consultants. An in-store assortment; sensory shopping along with professional advice led to customer satisfaction. Longer offline store formats, like department stores, specialty beauty stores, and drugstores, are strong offline store formats providing anchors with base products available conveniently for purchase. Point promotions, offshoring, and special beauty activities additionally trigger sales, giving the offline channel the top-of-mind status of being customers' first choice for an experiential beauty buying experience.
The online channel is anticipated to grow at the highest CAGR during the forecast period. The ease of shopping online, being able to view and buy products at home, is appealing to a wide range of consumers. The emergence of e-commerce websites and beauty-specialized websites has opened wider access to numerous makeup base products. In addition, social media, beauty bloggers, and certain web campaigns have contributed overwhelmingly to online purchases. These portals typically incorporate detailed product reviews, guides, and suggestions that allow consumers to make informed buys. The provision of special promotions and offers on websites is another factor that makes consumers attracted towards web channels for buying. The creation of delivery services and logistics has also enabled online buys to be more trustworthy and faster to receive, hence providing a good shopping experience.
Global Makeup Base Market By Distribution Channel
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Makeup Base Market Regional Insights
The Asia-Pacific makeup base market, as of 2024, was the largest revenue contributor with 31.3%. The market has been impacted by K-beauty culture, where performance and innovation are the major drivers behind the decision of the consumers to purchase cosmetics. Other than that, new e-commerce platforms have brought convenience to access makeups, derivative products for the consumers. Besides that, consciousness towards high-quality and premium beauty products in the region is expected to contribute to the development of the market in Asia-Pacific.
China dominated the Asia-Pacific makeup base market during 2024 because of the huge consumer pool, rising disposable incomes, enhanced beauty consciousness, an active beauty consumer economy, a developed retail infrastructure, and robust demand for high-quality as well as new-age cosmetics. Top brands such as L'Oréal, Shiseido, and Estée Lauder have increased their reach in China through K-beauty and J-beauty trends, and the social media influence, beauty influencers, and livestream shopping also played a part in the region's makeup base product demand.
The North American market is expected to witness huge growth with an estimated compound annual growth rate (CAGR) of 3.5%. Demand is fueled by an increasing customer demand for cruelty-free, chemical-free, and environmental-friendly cosmetic products. Customers are opting for increasingly natural and organic products that do not contain artificial ingredients, sulfates, or parabens. E-commerce is also rapidly flourishing in the territories, offering convenience, variation, and personalized recommendations to shoppers. Clean beauty and innovation is on the list of priorities for big players that resort to online channels and influencer marketing and through social media try to lure more shoppers and fulfill the changing needs of appearance-centric consumers.
As a result of increased consumer education and the need for quality formulation, Europe proved to be an economically healthy market ingredient in the year 2024. Clean-label products having transparent ingredient labeling are gaining acceptance in Europe owing to consumers' increased interest in green, natural, and organic beauty products. The market is growing because of luxury brands and elevated cultural interest in cosmetics that have skincare products. The players are also using online platforms, influencer partnerships, and social media to create reach and sell more. The European makeup base market is a dominant industry player in the face of changing beauty trends and technology.
With increasing disposable incomes, urbanization, and an increasing emphasis on personal hygiene, Latin America is predicted to become a significant destination in the international makeup base market. As beauty trends shift, the demand for primers, BB creams, and foundation is increasing in countries such as Brazil, Mexico, and Argentina. Global beauty brand expansion and increasing use of e-commerce in the region fuel market expansion. Additionally, there is a growing demand for long-wearing, high-performance, and value-priced formulas. The Latin American beauty industry is expanding exponentially with the proliferation of indigenous and international players and the power of beauty bloggers influencing consumer behavior.
Global Makeup Base Market By Geography
- Largest
- Fastest
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Makeup Base Market Dynamics
Makeup Base Market Drivers
Increasing Demand for Organic and Natural Products
- Allergies and skin troubles arising from cosmetic ingredients should not be tolerated; this belief is the foundation for consumers to turn to natural, organic, and non-chemical makeup base products. Of late, consumers have started demanding clean and green cosmetics with more eco-friendly formulations; hence, the companies must respond by developing plant-based, vegan, and cruelty-free products. This has largely fostered the growth of these products into the world market, with North America and Europe leading.
Growing Influence of Digital Media and E-Commerce
- The major force within the sector is social media displays and promotion to E-commerce sites. Customers articulate the convenience of online shop purchases along with product range and personalized recommendations. Online portals are now emerging as better sales channels-aided by influencers, beauty bloggers, and online advertisements. AI cosmetic products are available to enhance consumer shopping experiences along with virtual try-on.
Makeup Base Market Restraints
Market Saturation and Intense Competition
- Cosmetic base markets are extremely competitive and saturated. Numerous domestic and global brands offer more or less the same products. In this extreme competition, brands keeping constant innovation have to look hard to maintain marketing pushes, thus inflicting higher operational costs. In fact, while large companies spend heavily on R&D to ensure brand loyalty, boutique organizations struggle to make themselves distinguishable from their major competitors.
Safety of Products and Allergies
- Restrictions raised through consumer education on skin allergies, sensitivity, and harmful substances in cosmetics. Tough regulations exist because ingredients such as silicones, parabens, and synthetic perfumes have been implicated in health problems and skin irritations. Consumers require hypoallergenic and dermatologist-approved products that force companies to reformulate their products, which is an expensive and time-consuming task.
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Makeup Base Market Competitive Landscape
The global competitive makeup base market is controlled by major players, who use innovation, sustainability, and e-marketing to lose market share. Major players like L'Oréal, Estée Lauder, Shiseido, and Maybelline possess decent market shares through e-commerce, influencer partnerships, and customized beauty solutions. New players focus on organic ingredients, while premium and mass-market segments continue to expand. The market is dynamic and driven by consumer trends, technological innovation, and evolving beauty trends.
Top Player’s Company Profile
- LOreal S.A. (France)
- Estee Lauder Companies Inc. (USA)
- Shiseido Company, Limited (Japan)
- Procter & Gamble Co. (USA)
- Unilever (UK)
- LVMH Moet Hennessy Louis Vuitton SE (France)
- Revlon, Inc. (USA)
- Amorepacific Corporation (South Korea)
- Johnson & Johnson (USA)
- Kao Corporation (Japan)
- Beiersdorf AG (Germany)
- Avon Products, Inc. (UK)
- Mary Kay Inc. (USA)
- Chanel S.A. (France)
- Clarins Group (France)
- Yves Rocher (France)
- Natura & Co (Brazil)
- Glossier, Inc. (USA)
Recent Developments
- In July 2024, Benefit Cosmetics also debuted its Super Brand Day on TikTok. It had special Professional Power Powder and Professional Matte Primer launches. It had new product sets like the Fan Fest Mascara Set and Benetint Jelly Donut Set. It had live shopping shows every day, special offers, and a gift with all orders over USD 40.
- In January 2024, Makeup Revolution introduced two advanced complexion items: the Bright Light Face Glow and the Skin Silk Serum Foundation, which is available at Ulta and Target. This future-looking foundation has a radiant satin finish that feels weightless with light-to-medium coverage, illuminating the natural glow of the skin.
- In October 2023, Coster launched a new range of aerosol valves from recycled plastics to serve the increasingly environmentally aware marketplace and support world-wide trends towards sustainability.
Makeup Base Key Market Trends
- Increasing Adoption of Environmentally Sustainable Aerosol Products: With consumer worries about being green increasing, companies are making use of reduced-impact aerosol technologies such as compressed air propellants and Eco-Valves. Companies have transitioned toward biodegradable raw materials, packaging reuse and low-carbon propellants, aiming at meeting customer and legislative demands. These changing attitudes of consumers toward products favor the environment affect the shape of products and stimulate the embedding of environmentally friendly aerosol valves into household, personal care and pharmaceutical products.
- Evolution in Aerosol Dispensing Technology: It is up to the launch of aerosol valves technology-evolved precision control systems, hybrid mechanisms, or dual-dispensing valves, which continuously develop the emerging market. Newly developed technology provides emerging control of patterns of ending spray, reduces wastage, and increases overall customer satisfaction. In addition, sensor-based dispensing intelligent aerosol solutions are gaining popularity, addressing the personal care and healthcare sectors where precision and effectiveness are paramount. These innovations increase market competitiveness and enhance product uniqueness.
Makeup Base Market SkyQuest Analysis
SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Correlates, and Analyses the Data collected using Primary Exploratory Research backed by robust Secondary Desk research.
As per SkyQuest analysis, higher natural ingredients demand coupled with beauty consciousness and digitalization will transform the global makeup base market outlook. There is immense emphasis on innovation and sustainability in companies because consumers today demand clean, inclusive, and skincare-infused products E-commerce expansion, social media impact, and AI-powered beauty alternative products make the face of personalization offers more convenient. Large players are putting money into new formulas, larger gigantic shade ranges, and eco-friendly packing to catch up with evolving consumer trends. The market will continue to expand as technological advancements keep evolving with changes in beauty trends, expanding the multicultural and globalized consumer base.
| Report Metric | Details |
|---|---|
| Market size value in 2023 | USD 16.07 billion |
| Market size value in 2032 | USD 24.72 billion |
| Growth Rate | 4.9% |
| Base year | 2024 |
| Forecast period | 2025-2032 |
| Forecast Unit (Value) | USD Billion |
| Segments covered |
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| Regions covered | North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA) |
| Companies covered |
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| Customization scope | Free report customization with purchase. Customization includes:-
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Table Of Content
Executive Summary
Market overview
- Exhibit: Executive Summary – Chart on Market Overview
- Exhibit: Executive Summary – Data Table on Market Overview
- Exhibit: Executive Summary – Chart on Makeup Base Market Characteristics
- Exhibit: Executive Summary – Chart on Market by Geography
- Exhibit: Executive Summary – Chart on Market Segmentation
- Exhibit: Executive Summary – Chart on Incremental Growth
- Exhibit: Executive Summary – Data Table on Incremental Growth
- Exhibit: Executive Summary – Chart on Vendor Market Positioning
Parent Market Analysis
Market overview
Market size
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- SWOT Analysis
KEY MARKET INSIGHTS
- Technology Analysis
- (Exhibit: Data Table: Name of technology and details)
- Pricing Analysis
- (Exhibit: Data Table: Name of technology and pricing details)
- Supply Chain Analysis
- (Exhibit: Detailed Supply Chain Presentation)
- Value Chain Analysis
- (Exhibit: Detailed Value Chain Presentation)
- Ecosystem Of the Market
- Exhibit: Parent Market Ecosystem Market Analysis
- Exhibit: Market Characteristics of Parent Market
- IP Analysis
- (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
- Trade Analysis
- (Exhibit: Data Table: Import and Export data details)
- Startup Analysis
- (Exhibit: Data Table: Emerging startups details)
- Raw Material Analysis
- (Exhibit: Data Table: Mapping of key raw materials)
- Innovation Matrix
- (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
- Pipeline product Analysis
- (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
- Macroeconomic Indicators
COVID IMPACT
- Introduction
- Impact On Economy—scenario Assessment
- Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
- Revised Market Size
- Exhibit: Data Table on Makeup Base Market size and forecast 2021-2027 ($ million)
- Impact Of COVID On Key Segments
- Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
- COVID Strategies By Company
- Exhibit: Analysis on key strategies adopted by companies
MARKET DYNAMICS & OUTLOOK
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- Regulatory Landscape
- Exhibit: Data Table on regulation from different region
- SWOT Analysis
- Porters Analysis
- Competitive rivalry
- Exhibit: Competitive rivalry Impact of key factors, 2021
- Threat of substitute products
- Exhibit: Threat of Substitute Products Impact of key factors, 2021
- Bargaining power of buyers
- Exhibit: buyers bargaining power Impact of key factors, 2021
- Threat of new entrants
- Exhibit: Threat of new entrants Impact of key factors, 2021
- Bargaining power of suppliers
- Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
- Competitive rivalry
- Skyquest special insights on future disruptions
- Political Impact
- Economic impact
- Social Impact
- Technical Impact
- Environmental Impact
- Legal Impact
Market Size by Region
- Chart on Market share by geography 2021-2027 (%)
- Data Table on Market share by geography 2021-2027(%)
- North America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- USA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Canada
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Europe
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Germany
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Spain
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- France
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- UK
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Europe
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Asia Pacific
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- China
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- India
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Japan
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Korea
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Asia Pacific
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Latin America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Brazil
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of South America
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Middle East & Africa (MEA)
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- GCC Countries
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Africa
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of MEA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
KEY COMPANY PROFILES
- Competitive Landscape
- Total number of companies covered
- Exhibit: companies covered in the report, 2021
- Top companies market positioning
- Exhibit: company positioning matrix, 2021
- Top companies market Share
- Exhibit: Pie chart analysis on company market share, 2021(%)
- Total number of companies covered
Methodology
For the Makeup Base Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:
1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.
2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Makeup Base Market.
3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.
4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.
Analyst Support
Customization Options
With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Makeup Base Market:
Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.
Regional Analysis: Further analysis of the Makeup Base Market for additional countries.
Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.
Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.
Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.
Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.
Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.
Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.
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