The digital sphere as an enrichment of the brand experience. The presentation conducted by Ivano Cauli and Julia Sokolova, digital transformation experts from Openmind, tackled the most important aspects of the digital sphere, from branding to the user experience: how the beauty shopper has evolved, the “hottest” current market & customer trends, and the role of digital as a support in the perfumes sales and in improving the in-store customer experience.