In this episode, Tif critically evaluates how Fenty Beauty and L’Oréal Paris use integrated marketing communications to compete within the £500-billion global beauty industry. Drawing on IMC theory, Porter’s generic strategies, the STP framework and recent market data, the discussion analyses traditional and digital communication tools, including television advertising and Instagram to assess effectiveness, consistency and strategic alignment. The episode concludes with evidence-based recommendations for improving authenticity, audience reach and long-term competitiveness. 

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