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Estée Lauder Creates Osiao Brand For China

September 25, 2012: 12:00 AM EST
Estée Lauder Companies created the Osiao cosmetics brand for the Chinese market. The company claims the new skincare brand is designed for the tastes of Asian consumers, using Estée Lauder’s research and development capabilities. Estée Lauder said it plans to initially sell Osiao products, developed at a company R&D institute in Shanghai and manufactured in Japan, in China. Osiao is part of Estée Lauder’s long-term strategy in China; however, some analysts said the company might find it harder to introduce a new brand in the country than an existing one.
NATASHA SINGER, "Estée Lauder creates a brand for China", The New York Times, September 25, 2012, © The New York Times Company
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