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Major players in the beauty and personal care industry are expanding their market strategies through social media. However, many companies are also developing their own mobile websites and smartphone apps. Irina Barbalova, global head of beauty and personal care research at Euromonitor International, explains that mobile phone penetration in emerging markets such as China, India, and Russia will be higher in upcoming years than internet-enabled computers, so mobile marketing for beauty and personal care companies cannot be ignored.

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