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FT: The origins of a top beauty brand
French skin care company Caudalie is one of the top beauty brands in the U.S. The Financial Times asked the company's founder, Mathilde Thomas, how a chance meeting led her to create a skin care treatment and move her family from Paris to New York. (Financial Times)
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Beiersdorf: Embracing commonalities, following shopper intuition
Marketers constantly “push” customers into sub-segments. And occasionally they forget to step back and find the commonalities to which they can appeal. “These are often the emotional or aspirational commonalities, as well as the benefits and needs,” said Delfina Cinco, director of marketing at Beiersdorf.