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Added 25 September, 2012

Estée Lauder becomes latest western company to develop a new brand just for China

The cosmetics company, known as the maker of popular brands like Estée Lauder, Clinique and Bobbi Brown, plans to introduce a hybrid East-meets-West beauty line called Osiao (pronounced O-Shao). The new skin care brand caters to the tastes of consumers in Asia, using the full research and development capabilities of the Lauder company. Osiao’s specialized formulas, for example, contain Chinese plants like ginseng. To communicate the brand’s imported status to consumers, the product names on the bottles are labeled in English. In short, the hybrid brand is a modern mash-up of traditional Chinese medicine and the American science of marketing.
German Smith
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