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  "path": "/articles/beauty/beauty-rage-bait-loreal-lancome-dieux-colourpop/",
  "publishedAt": "2026-05-05T12:00:00.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "In an engagement economy that rewards shock over scale, brands are causing drama in the hopes of capturing their audience’s attention. But it’s a risky strategy for an industry never too far from actual controversy.",
  "title": "Why Are So Many Beauty Brands Faking Scandals?"
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