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L’ Oreal Fights Direct Sales Culture In Brazil With “Personal Beauty Advisers”

January 21, 2011: 12:01 AM EST

L’Oreal will introduce department store “personal beauty advisers” to boost its sales to Brazilian women who have traditionally bought beauty products through the direct sales channel, dominated by Natura Cosméticos and Avon. It aims to increase the share of emerging markets from one-third to one-half of its yearly sales of €17.5 billion ($23.36 billion) and double its one billion consumers in the next 10 years. L’Oreal’s sales in Brazil were flat in 2010 after a 15% rise to €521 million in 2009, while growth in China remained at 18% or over during the last 3 years. 

Christina Passariello, "To L'Oréal, Brazil's Women Need New Style of Shopping", Wall Street Journal, January 21, 2011, © Dow Jones & Company, Inc.
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