Marketing: Because They're Worth It

L'Oreal's marketing tilt toward Asians and blacks makes its growth prospects prettier

Until she discovered L'Oreal's ethnic-beauty institute on Chicago's South Side, Regina Hatcher had dry, strawlike hair--the price she paid for chemically straightening it. But one Sunday, the African-American security officer, 35, received a tip from a friend whose daughter had turned to the center, formally called the L'Oreal Institute for Ethnic Hair and Skin Research, for help following a disastrous perm. "They got her hair back more healthy and shiny," said Hatcher, who promptly booked an appointment for herself--hoping that L'Oreal's stylists and researchers, armed with a vast array of shampoos, conditioners and gels, could also sort out her tresses. The...

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