Niche brands: going mainstream; lesser-known products have received little attention until recently, as chain drug stores begin to show preference for them. (Futures & Perspectives).(cosmetic brands)(Brief Article)

From: Global Cosmetic Industry | Date: August 1, 2002| Author: Hendarwan, Erlina | Copyright information

BACK IN THE '90s, niche cosmetics brands were the darlings of option-starved consumers who searched far and wide for them. Multi-national mass and prestige cosmetics companies vied to get a slice of the action and began purchasing what they could. Estee Lauder bought MAC, Stila and Le Mer; LVMH acquired Urban Decay, Hard Candy and Benefit; and Shiseido took over Nars. Niche products entered the big league. The remaining niche brands received little attention until recently, as an u...

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