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Failure To Arouse Interest In The U.S. Drives L’Oréal To Pull Decléor Brand

June 26, 2017: 12:00 AM EST
French skincare brand Decléor, which L’Oréal acquired along with Carita from Shiseido three years ago, failed to make a dent within the professional channel in the U.S. After a year, the brand was carried at only 350 locations in the U.S., despite a brand refresh that included a new logo, new advertising and promotional materials, and a U.S. ambassador, celebrity facialist Mzia Shiman. L’Oréal pulled the plug on the aromatherapy-based face and body products in the U.S. market as of June 30. [Image Credit: © Decléor ]
Rachel Strugatz , "L’Oréal Benches Decléor Brand in the U.S.", Women’s Wear Daily, June 26, 2017, © Penske Media Corporation
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