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I need to explain why and how does sephora uses in store promotions to keep their brand alive

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I need to explain why and how does sephora uses in store promotions to keep their brand alive. How does in store promotion effect sephora sales and how does it make customers happy or attract them to come back? why is this a good marketing option for them compared to social media? explain every aspect of it in detail with back ups such as articles or statistics.

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