n South African Pharmaceutical and Cosmetic Review - Ethnic beauty embodied by local model : ethnic beauty - news

Volume 37, Issue 6
  • ISSN : 0257-2028



Given the demographics of the South African population, Elizabeth Arden took a strategic decision a year ago to cater more specifically to the ethnic market, especially around skin care and colour. The steps included appointing a brand spokesperson who this market segment could identify with, introducing darker foundation shades across all the foundation lines and also education around skin and sun care.

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