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Marketing in Brief: L'Oreal

This article was originally published in The Rose Sheet

Executive Summary

L'Oreal: Cosmair division launching three Plenitude Clarify-A3 alpha hydroxy acid products in July. Developed "to maximize the benefits" of the brand's Excell-A3 line and to complement other Plenitude products, the company said, the Plenitude alpha hydroxy acid products "allow...women to customize their skincare routine every step of the way." Non-soap, vitamin-enriched Facial Foaming Cleanser "doesn't disturb the skin's natural state and protects its natural pH balance" while Peeling Mask provides "more thorough exfoliation than a daily cleanser," L'Oreal says. Clarify-A3 Toner works by "maximizing the potential of the treatment product or moisturizer that follows" with a "dose of AHA," the company adds. The 5 oz. cleanser, 2.8 oz. mask and 8.5 oz. toner each carry the suggested retail price of $8.29...
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