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ChapStick’s latest innovations are moving the iconic ‘black stick’ brand into the beauty space, where they hope to appeal to new audiences and become a lip care regimen must-have. In order to elevate the brand and establish its relevance in the beauty world, content needs to change consumer perception. Rev-D has done this through content featuring diverse models, makeup artists, and influencers, and by activating it with shoppable opportunities.

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