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Beauty Firms Target Unique Needs of Diverse Consumers Worldwide, Business and Industry Trends Analysis

A number of major beauty product manufacturers are developing and marketing lines for specific ethnicities.  For example, Estee Lauder offers the Osiao branded product line for Chinese women.  The line was developed at a Shanghai research institute and manufactured in Japan, the line uses Chinese ingredients such as ginseng.
German consumer goods giant Henkel AG offers Gliss shampoo for ventilation problems faced by Muslim women who must wear head scarves.  Unilever makes similar products under its Sunsilk brand.
In the U.S., startup beauty products makers are focusing on the growing buying power of Hispanic consumers as well as the needs of immigrants of a wide variety of skin tone.  Also, Urban Skin Rx was founded to provide skin-care products especially designed for African American women.  Its products have been marketed in Target stores as well as online.  Startup Proven uses a three-minute online quiz to analyze factors such as heritage, lifestyle and environment to customize a customer’s skincare.

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