Papier has more than 429,000 Instagram followers, 28,700 TikTok followers, 3.7 million monthly views on Pinterest and 142,000 followers on Facebook. “Instagram is our main channel,” says Holly Chapman, head of brand. “TikTok is our fastest growing though and a big focus for us, and we use Pinterest for weddings.” The brand also has a…
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TikTok’s backlash to Chanel’s beauty advent calendar is a lesson for luxury brands