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  "path": "/articles/beauty/dwayne-johnson-papatui-mens-skincare/",
  "publishedAt": "2026-03-20T13:00:00.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.",
  "title": "How Dwayne Johnson Made a Skincare Brand Men Actually Buy"
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