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Zigging Where Others Zagged, L’Oreal Focuses on U.S. — to Beautiful Effect

Most global packaged-goods and beauty marketers focus predominantly where the growth is these days: developing markets. Others are benefiting by catering mainly to upscale households left unscathed by the recession in developed markets. But L’Oreal has stood apart by actually stepping up its focus on the U.S., from where it expects to provide 70 million of the billion new consumers it hopes to add globally by 2021, ranking it just behind China and India in strategic importance. And it is doing so with the broadest portfolio in the business, operating in mass, prestige and even retail via such outlets as Kiehl’s and Body Shop units.

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