By  on February 22, 2017

Reaping the whirlwind of what Smashbox’s Ginny Chien called “the crazy world of influencers” can be tricky business.

That was one of the many points made by Chien, who opened the WWD Digital Beauty Forum in downtown Manhattan Feb. 7 by giving an insider's road map into this unmarked terrain. “In makeup, it’s definitely been a game changer," she said of the rising power of influencers. "There’s literally cottage industries popping up around these influencers from dashboards that show you how to contact them to full-on fancy agencies having divisions dedicated to influencer buying,” Chien added.

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