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Elizabeth Arden Finds Fertile Ground In The Largely Untapped Chinese Market

September 7, 2009: 03:53 AM EST

The cosmetics market in China is projected to grow 12.5 percent annually through 2012, a fact not lost on Elizabeth Arden Inc., which has already captured one percent of the market. The company has makeup and skin-care counters in 77 cities, including all of the country’s biggest and a sizable number in the second-tier. Execs say they’re not worried about lower-priced competition or a cultural distrust of synthetic ingredients. But the company is adjusting its marketing strategy for Chinese consumers, according to this report: focusing on skincare products, establishing “first-touch” counters, and offering skin whitening and anti-aging products.

Si Tingting , "Cosmetics Firm Expands In China ", Xinhua.net, September 07, 2009, © Xinhua News Agency
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